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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