Campaign UK

Sainsbury’s launches Home brand in non-food overhaul

- By Gemma Charles

Sainsbury’s is aiming to boost its nonfood offering by bringing its homeware under a single brand and transformi­ng clothing arm Tu.

The supermarke­t is rolling out Sainsbury’s Home and aims to turn Tu into a destinatio­n brand for highstreet fashion.

As part of the plan, Sainsbury’s has appointed retail agency Portas to handle its general merchandis­e account.

The business was previously overseen by Seven. Seven’s work on the retailer’s content marketing, which includes Sainsbury’s Magazine, is unaffected by the appointmen­t.

Portas, which pitched against Seven, The Corner and Y&R London in a process handled by AAR, has developed a long-term creative strategy that the agency said would “roll out over many seasons to come”.

The new campaign will launch in the summer, running across outdoor, instore, print, digital and social media.

Sainsbury’s marketing director Mark Given said: “Having spent a large proportion of 2016 sharpening up our advertisin­g strategy in this very competitiv­e sector, 2017 is set to be a very exciting year for us.

“The work produced by Portas during the pitch process was very much in line with this strategy.”

 ??  ?? Sainsbury’s: appointed Portas
Sainsbury’s: appointed Portas

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