Sainsbury's campaign claims it matches Tesco on price

by Joe Thomas, marketingmagazine.co.uk 12-Jun-09, 09:45

LONDON - Sainsbury's has launched a price-focused press campaign targeting its supermarket rival, Tesco.

The tongue and cheek ad, rather than illustrating that it undercuts the world's second biggest retailer, Tesco, on price, simply shows a range of products and prices found at Tesco, which are then exactly the same at Sainsbury's. The tagline ‘They look the same' and ‘they cost the same' are used to communicate the message to consumers.

Products in the ad include Heinz Beanz, Kellogg's Special K cereal and Flash with bleach.

Supermarkets such as ASDA and Tesco have stepped up its ‘price wars' during the economic downturn with ads focusing on the average basket cost found in each store.