Fresh produce will have a key role in Sainsbury’s Try Something New Today campaign launched this week.
The UK’s number three supermarket chain announced the major company-wide change in communication that it hopes will grow sales by £2.5 billion over three years.
The changes are being touted as the most significant in the company’s 136-year history. They are being kick-started by a TV advertising initiative, which aired with a special launch advertisement on Monday. Jamie Oliver remains a key figure in the campaign which launches the company’s strap line Try Something New Today.
Among the first ads to be seen by the UK public are two that feature respectively recipes including carrots and apples. “We are expecting sales of these lines to go through the roof,” said a Sainsbury’s spokeswoman.
Sainsbury’s account manager at Watton Produce Clinton Burberry said: “As one of the country’s most innovative carrot producers Watton Produce is delighted that carrots have been highlighted by Sainsbury’s in this way. Given the obvious nutritional benefits of consuming carrots and the sometimes not so obvious versatility of this vegetable it is pleasing to see alternative usage promoted.”
Drillings have been increased in preparation for a sales uplift.
Try Something New Today was developed after research showed that customers want supermarkets to help them with simple, effective recipe ideas. The ideas and tips promoted by Jamie Oliver in the company’s adverts over the coming weeks are being sampled by all 153,000 staff so they can experience them first hand and in turn share their knowledge and ideas with customers.
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