Sainsbury’s is ramping up its price credentials with the launch of a digital strategy to give shoppers tips on how to save money.

Under the banner “Ways to Save”, Sainsbury’s has launched a portal on its web site with the aim of building on its reputation for simple food ideas.

Written in an editorial style, the site, at, uses blogs to regularly release new content, which is sent out via RSS updates. Shoppers can then bookmark articles for later reference.

Content on the site falls under three main themes: Shop and Save, Switch and Save, and Cook and Save. The Shop and Save section features a weekly selection of deals to save customers money and time; Switch and Save highlights own-brand products that are typically 20 per cent cheaper than leading labels and follows the launch of an ad campaign on the same subject, which debuted at the beginning of the month.

Cook and Save features recipes under the banner “Feed your family for a fiver” and “Love your leftovers”, which have been in use for some time.

Sainsbury’s online brand manager Sarah Squire said: “We know that our customers are looking for ways to save money, but expect much more from us than just promoting prices.”

She added: “By offering practical money saving ideas as well as inexpensive recipes and great offers, we aim to help our customers adapt to the economic climate without needing to compromise on quality.”

The site, created by digital agency AKQA, also includes a secondary strand headed “Other ways to save”. This will provide additional money-saving tips, including an existing deal that offers free delivery for online orders when customers spend more than£100 and have their shopping delivered on a Tuesday, Wednesday or Thursday.

The site also lists Sainsbury’s Finance under the “Ways to Save” banner, which promises to offer deals on products such as insurance and savings that have yet to be launched.