Sainsbury’s Unveils New Brand Slogan

 

Namnews,  25th February 2021

Sainsbury’s is retiring its ‘Live Well for Less’ brand motto to reflect its new focus of helping shoppers improve their diets and reduce their impact on the environment.

From late Spring, the retailer will roll out its new strapline – ‘Helping Everyone Eat Better’.

Sainsbury’s said it will share more about its new focus with staff and customers on what this means for them in the coming months. Whilst quality food at low prices will remain at the heart of its strategy, the retailer stated that the new slogan aims to highlight how “delicious food” can also be healthy, sustainable and affordable.

The retailer highlighted steps recently taken steps to make “good, quality food accessible for all”. This includes price matching own brand and branded products to Aldi, focussing on meat, chicken and fresh fruit and vegetables. The supermarket has also recently topped up Healthy Start vouchers by £2, redeemable against fresh and frozen fruit and vegetables.

The announcement was made alongside the news that Sainsbury’s will be the Principal Supermarket Partner for the United Nation’s international climate change conference, COP26, taking place in Glasgow in November.

This follows recent steps by the supermarket to reduce its impact on the environment. As part of its pledge to reach Net Zero by 2040 in its own operations, Sainsbury’s has committed to develop and deliver healthy and sustainable diets for all and will report on progress twice a year. On 17 June, Sainsbury’s will host its inaugural ESG day for investors, aimed at demonstrating that helping everyone eat better is imperative to its business strategy and long-term success.

Sainsbury’s CEO Simon Roberts said: “We believe that everyone wants to play their part and reduce their impact on the planet – and that we can help shoppers find simple ways to make delicious, great value food healthier and more environmentally friendly, one plate at a time.

“We have long recognised our responsibility to protect the environment and I’m extremely proud that we continue to lead the charge. Tackling climate change requires transformational thinking across industry and government and a willingness to collaborate globally. We are delighted to partner with COP26 and hope that it inspires our colleagues, customers and other businesses to rally together to protect and restore our planet for future generations to come.”

NAM Implications:

• Whilst health and environmental issues are important…
• …the immediate post-Lockdown issue will be austerity…
• …and an appetite for demonstrable value for money.
• Time for suppliers to try to push Sainsbury’s that way?