Sainsbury’s launches new brand campaign and slogan

The ‘Good food for all of us’ campaign promises shoppers access to “tasty, well-sourced food” regardless of their “budget, tastes or dietary requirements, and however busy their daily lives”. 

The ‘Good food for all of us’ slogan will debut for the first time in the retailer’s upcoming Christmas campaign across TV, press, radio, OOH and cinema, as well as digital advertising on social media from November. 

Sainsbury’s director of brands, planning and creative Radha Davies said: “Everyone at Sainsbury’s is passionate about the food we sell, and this includes not only our 152,000 colleagues up and down the country, but our suppliers, farmers and fishing partners too.

“Yet we recognise that it can sometimes be difficult for customers to have the time, money or inspiration to access the joy that good food can bring. So, we want to go further by actively helping to put good food – in all of its senses, from quality and taste, to value and accessibility – at the heart of customers’ lives.

“Sainsbury’s has always been a warm, human brand and we seek to build even stronger connections with our customers than ever before.”