Sainsbury's rings seasonal change with mailer

by Daniel Farey-Jones Brand Republic 15-May-08, 14:40

LONDON - Sainsbury's is mailing a full-colour glossy 20-page food ideas brochure to 200,000 Nectar cardholders.

The brochure was created by Tullo Marshall Warren and encourages recipients to eat more fresh foods and try the new spring lines of products that are appearing in store.

It is called The Spring Collection and the design uses a floral motif that also appears on in-store marketing material.

It comes in a clear polybag with a letter and six money-off coupons.

Ranjit Randhawa, senior brand manager at Sainsbury's, said: "With the warmer weather approaching, we want to recognise that our customers are moving away from stodgy winter comfort food and towards lighter meals.

"TMW's creative concept 'The Spring Collection' will certainly help our customers to do just that, and the money-off vouchers are a great incentive too."