Switch and Save

Own-brand products account for around 50 per cent of Sainsbury’s sales and form an important element of our customer offer. Customers have increasingly looked to own-brand products during the past year to help them save money.

Research shows that customers have unrivalled trust in Sainsbury’s products. Two-thirds of shoppers said they were more likely to buy own-brand than a year before and 47 per cent gave Sainsbury’s a ‘high’ trust rating, the highest result amongst the ‘big four’ supermarket chains.

In September 2008 Sainsbury’s launched its ‘Switch and Save’ campaign which offered savings of at least 20 per cent when selecting Sainsbury’s equivalent product over the leading brand. This is not just about price though. Customers trust Sainsbury’s products as much for their quality. For instance, Sainsbury’s Tomato Ketchup was one of the first products to feature in our campaign beating the leading brand in taste tests and containing 40 per cent more tomatoes, 65 per cent less salt and 30 per cent less sugar. And at nearly half the price.

May 2009

Transcript of video

F1: Billy! Last time. Breakfast’s ready.

M1: When did we start getting these?

F1: Oh, about two weeks ago, Sherlock.

M1: Who?

F2: Sainsbury’s own brand is at least 20 percent cheaper than the leading brand. Switch and save now.

F1: Nice? [To boy polishing off the bowl of wholewheat]

M1: Nods. [Too busy eating to speak]