Quarterly sales at Sainsbury's are 2.8 per cent up as a revamped advertising approach and price-cutting measures pay off.
In the 16 weeks to October 8, like for like sales, excluding petrol, were ahead of expectations. The chain has also registered its third straight quarter of like-for-like sales growth.
Sainsbury’s has spent £10 million on a campaign to restyle its image and launch a strapline urging customers to "Try something new today".
And chief executive Justin King has been trying to lure customers back to his stores with promises of lower prices and better stocked shelves. King estimates that prices were down 1.7 per cent during the most recent quarter.
Sainsbury's had the cheapest shopping basket for three weeks running, according to one measurement.
"Our prices are much sharper than they were a year ago," King said.
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