Slogan Doctor: J Sainsbury: 'Try Something New Today'

There's something to be said for continuity. J Sainsbury has had only four slogans in its 140-year existence.

by John Morrish
Last Updated: 31 Aug 2010

The current example, 'Try something new today', was adopted in 2006, replacing 'Making life taste better'. It arrived as part of a £10m rebranding and was accompanied by the debut of Jamie Oliver in Sainsbury's advertising, offering simple recipes for customers to try. The slogan and campaign stemmed from research showing that, although the stores stock 30,000 products, customers tend to stick to the same 150: they are 'sleep-shopping', in the jargon. The line is an encouragement to get out of a rut, and, most usefully for Sainsbury's, to impulse-buy. The slogan couldn't be simpler, and every word works hard. 'New' is one of the most powerful words in advertising, and 'today' gives the slogan immediacy. Saying nothing about food, the slogan is relevant in an era when supermarkets sell everything from electrical goods to insurance. And it makes no rash promises about price, which has never been Sainsbury's strong point.

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