Editing Sainsbury's (section)

== Marketing and branding ==
=== Shop fascias ===
The [[Sainsbury's, Greenwich|flagship supermarket in Greenwich]], South London, first trialled a modern "Sainsbury's" look, leading to the term 'Greenwich Blue', which was used to describe the signature colour of new identity. After its success most supermarkets were refurbished with dark blue walls, bright orange wall panels and grey shelving, as well as new checkouts. Individual counters also had different, brightly coloured panels behind them. Gradually the format was rolled out across the entire Sainsbury's estate. The 'Greenwich Blue' look has been phased out and new supermarkets now have a fresher look.<ref>{{cite news|url=http://www.coventrytelegraph.net/news/coventry-news/sainsburys-tesco-asda-logos-certain-12779611|title=Why Sainsbury's, Tesco and Asda logos are certain colours|newspaper=Coventry Telegraph|access-date=12 April 2017|archive-date=12 April 2017|archive-url=https://web.archive.org/web/20170412224623/http://www.coventrytelegraph.net/news/coventry-news/sainsburys-tesco-asda-logos-certain-12779611|url-status=live}}</ref> Old external signage bearing the 'J Sainsbury' name was still to be found in use as recently as summer 2011 in Swindon, Ashbourne in Derbyshire and Blackheath, West Midlands.<ref>{{cite web|url=https://www.flickr.com/photos/alexmartin81/5998423061/|title=Timewarp Wiltshire|work=Flickr|date=August 2011 |access-date=21 March 2015|archive-date=2 April 2015|archive-url=https://web.archive.org/web/20150402164823/https://www.flickr.com/photos/alexmartin81/5998423061/|url-status=live}}</ref>

=== Nectar loyalty card ===
{{main|Nectar (loyalty card)}}
Sainsbury's was a founding member of the UK's largest retail loyalty scheme, called 'Nectar', in 2002. The scheme allows customers to earn points on almost everything bought from Sainsbury's as well as from other participating retailers in return for a large range of rewards. For every pound spent the customer earns 1 point – a reward equivalent to 0.5% of supermarket purchases. Since 2015 Sainsbury's no longer offers 1 bonus point for every carrier bag the customers reuses.<ref>{{cite news |author=Lisa Bachelor and Harriet Meyer |url=https://www.theguardian.com/money/2015/apr/12/sainsburys-halves-nectar-card-points-payout |title=Sainsbury's halves Nectar card points payout &#124; Money |newspaper=The Guardian |access-date=23 December 2015 |archive-date=24 December 2015 |archive-url=https://web.archive.org/web/20151224052657/http://www.theguardian.com/money/2015/apr/12/sainsburys-halves-nectar-card-points-payout |url-status=live }}</ref>

From April 2015, Sainsbury's halved the number of points that customers earned for every pound, to one point per pound.<ref>{{cite news|last=Kollewe|first=J.|year=2014|title=Sainsbury's halves Nectar reward points to one per pound|newspaper=The Guardian|url=https://www.theguardian.com/business/2014/oct/14/sainsburys-halves-nectar-reward-points-loyalty-scheme|access-date=30 October 2014|archive-date=22 October 2014|archive-url=https://web.archive.org/web/20141022132447/http://www.theguardian.com/business/2014/oct/14/sainsburys-halves-nectar-reward-points-loyalty-scheme|url-status=live}}</ref> Sainsbury's previously operated Sainsbury's Reward Scheme between 1995 and 2002 where customers used 'Reward Cards' or 'Storecards' to earn and spend points in a similar way, but limited to Sainsbury's businesses.<ref>{{cite web |url=http://www.prnewswire.co.uk/news-releases/sainsburys-launches-new-reward-card-packed-with-personalised-benefits-for-uk-shoppers-156194605.html |title=Sainsbury's Launches New Reward Card Packed With Personalised Benefits For Uk Shoppers |publisher=Prnewswire.co.uk |date=3 September 1999 |access-date=14 March 2014 |archive-date=26 June 2015 |archive-url=https://web.archive.org/web/20150626115802/http://www.prnewswire.co.uk/news-releases/sainsburys-launches-new-reward-card-packed-with-personalised-benefits-for-uk-shoppers-156194605.html |url-status=live }}</ref><ref>{{cite news |url=http://news.bbc.co.uk/1/hi/programmes/moneybox/2257700.stm |title=Nectar and your existing reward card |work=BBC News |date=14 September 2002 |access-date=14 March 2014 |archive-date=1 May 2004 |archive-url=https://web.archive.org/web/20040501080222/http://news.bbc.co.uk/1/hi/programmes/moneybox/2257700.stm |url-status=live }}</ref>

On 1 February 2018, Sainsbury's announced that it had acquired all assets, staff, systems and licences required for the full and independent operation of the Nectar loyalty programme in the UK through the acquisition of the shares of [[Aimia (company)|Aimia Inc's]] UK business for £60&nbsp;million.<ref>{{cite web|title=Acquisition of Nectar from Aimia Inc|url=https://otp.tools.investis.com/clients/uk/sainsbury/rns/regulatory-story.aspx?cid=162&newsid=973157|access-date=1 February 2018|date=1 February 2018|archive-date=19 July 2022|archive-url=https://web.archive.org/web/20220719015248/https://otp.tools.investis.com/clients/uk/sainsbury/rns/regulatory-story.aspx?cid=162&newsid=973157|url-status=live}}</ref>

=== Sainsbury's Active Kids ===
{{main|Sainsbury's Active Kids}}
[[File:Active Kids.JPG|250px|right|thumb|A Sainsbury's Active Kids banner outside a school. Tokens are collected at supermarkets and are redeemed for sports equipment.]]
Until 2017, Sainsbury's ran an annual voucher scheme for local organisations to redeem against equipment for sports and other activities. Customers earned vouchers from their shopping which they donated to an organisation of their choice, who then redeemed the vouchers with Sainsbury's, crediting their account with points to spend on items from a catalogue.<ref>{{cite web|url=https://fundraising.co.uk/2016/02/10/sainsburys-active-kids-2016-vouchers-are-now-available/|title=Sainsbury's Active Kids 2016 vouchers are now available|date=10 February 2016|publisher=Fund Raising|access-date=11 April 2017|archive-date=13 April 2017|archive-url=https://web.archive.org/web/20170413070843/https://fundraising.co.uk/2016/02/10/sainsburys-active-kids-2016-vouchers-are-now-available/#.WO1fbojysdU|url-status=live}}</ref><ref>{{cite web|url=https://activekids.sainsburys.co.uk/|title=Active Kids – Healthier Lifestyles For Kids {{!}} Sainsbury's|website=activekids.sainsburys.co.uk|access-date=28 April 2018|archive-date=16 May 2018|archive-url=https://web.archive.org/web/20180516024016/https://activekids.sainsburys.co.uk/|url-status=live}}</ref>

=== Brand match ===
In 2011, Sainsbury's introduced brand match which matched the prices of rival supermarke chains. In March 2014, it stopped matching prices with Tesco.<ref>{{cite web|url=https://www.theguardian.com/business/2014/sep/25/sainsburys-asda-brand-match-tesco-price-war|title=Sainsbury's drops Tesco from Brand Match price comparison|first=Sarah|last=Butler|date=25 September 2014|work=The Guardian|access-date=9 January 2018|archive-date=9 January 2018|archive-url=https://web.archive.org/web/20180109235423/https://www.theguardian.com/business/2014/sep/25/sainsburys-asda-brand-match-tesco-price-war|url-status=live}}</ref> In August 2015 it rolled out the match pricing online.<ref>{{cite web|url=https://www.about.sainsburys.co.uk/news/latest-news/2015/18-08-2015|title=Sainsbury's introduces Brand Match online|website=about.sainsburys.co.uk|access-date=9 January 2018|archive-date=19 July 2022|archive-url=https://web.archive.org/web/20220719015304/https://www.about.sainsburys.co.uk/news/latest-news/2015/18-08-2015|url-status=live}}</ref> In April 2016, it stopped the brand match completely, but still allowed customers to use the vouchers for two weeks after the offer closed. Tesco took Sainsbury's brand match vouchers for two months after the offer finished.<ref>{{cite web|url=https://www.mirror.co.uk/money/tesco-tells-angry-sainsburys-customers-7732505|title=Sainsbury's scrapped Brand Match – spend them at this supermarket instead|first=Ruki|last=Sayid|website=[[Daily Mirror]]|date=11 April 2016|access-date=5 April 2018|archive-date=24 March 2018|archive-url=https://web.archive.org/web/20180324224043/https://www.mirror.co.uk/money/tesco-tells-angry-sainsburys-customers-7732505|url-status=live}}</ref>

=== Brand ambassadors ===
2000–2011: [[Jamie Oliver]] was the public face of Sainsbury's, appearing on television and radio advertisements and in-shop promotional material. The deal earned him an estimated £1.2&nbsp;million every year. In the first two years of these advertisements were estimated to have given Sainsbury's an extra £1&nbsp;billion of sales or £200&nbsp;million gross profit.<ref>{{cite news | last = Wheeler | first = Brian | title = Sainsbury banks on fresh Oliver ads | work = BBC News | date = 11 June 2003 | url = http://news.bbc.co.uk/1/hi/business/2979646.stm | access-date = 11 October 2006 | archive-date = 7 March 2006 | archive-url = https://web.archive.org/web/20060307203547/http://news.bbc.co.uk/1/hi/business/2979646.stm | url-status = live }}</ref><ref>{{cite news | title = End of an era for Sainsbury's after Jamie Oliver twist | publisher=The Grocer| date = 12 July 2011 | url = http://www.thegrocer.co.uk/articles.aspx?page=articles&ID=219503
| access-date =22 October 2011}}</ref>

2010–2017: Paralympic swimmer [[Ellie Simmonds]] was a Sainsbury's Active Kids ambassador.<ref name="marketingmagazine.co.uk">{{cite web |last=Reynolds |first=John |url=http://www.marketingmagazine.co.uk/article/1172064/david-beckham-stars-sainsburys-active-kids-tv-campaign |title=David Beckham stars in Sainsbury's Active Kids TV campaign |work=Marketing Magazine |date=22 February 2013 |access-date=14 March 2014 |archive-date=15 March 2014 |archive-url=https://web.archive.org/web/20140315020550/http://www.marketingmagazine.co.uk/article/1172064/david-beckham-stars-sainsburys-active-kids-tv-campaign |url-status=live }}</ref><ref>{{cite web|url=https://activekids.sainsburys-live-well-for-less.co.uk/why-get-involved/ambassadors/ellie-simmonds|title=Ambassadors: Ellie Simmonds|publisher=Sainsbury's|url-status=dead|archive-url=https://web.archive.org/web/20130708182953/https://activekids.sainsburys-live-well-for-less.co.uk/why-get-involved/ambassadors/ellie-simmonds|archive-date=8 July 2013}}</ref>

2012–2014: Former footballer [[David Beckham]] was a Sainsbury's Active Kids ambassador, in a deal that was claimed to be worth over £3.5&nbsp;million.<ref name="marketingmagazine.co.uk" /><ref>{{cite web|url=https://activekids.sainsburys-live-well-for-less.co.uk/why-get-involved/ambassadors/david-beckham|title=Ambassadors: David Beckham|publisher=Sainsbury's|url-status=dead|archive-url=https://web.archive.org/web/20131022034933/https://activekids.sainsburys-live-well-for-less.co.uk/why-get-involved/ambassadors/david-beckham|archive-date=22 October 2013}}</ref>

=== Slogans ===

Over the years, Sainsbury's has used many slogans:
* ''"Quality perfect, Prices Lower"'' – The slogan used on the shop-front of the Islington shop in 1882.<ref>{{cite news|url=https://www.theguardian.com/lifeandstyle/2010/oct/16/sainsburys-great-dynasties-ian-sansom|title=
Great dynasties of the world: The Sainsburys|date=16 October 2010|newspaper=The Guardian| access-date=15 February 2023}}</ref>
* ''"Sainsbury's For Quality, Sainsbury's For Value"'' – Used from the early 20th century.<ref>{{cite news|url=https://www.theguardian.com/media/2005/sep/19/business.advertising|title=Sainsbury's unveils new slogan|date=19 September 2015|newspaper=The Guardian| access-date=15 February 2023}}</ref>
* ''"Sainsbury's. Essentials for the Essentials."''  – Used from around 1993.<ref>{{cite web|url=https://www.yumpu.com/en/document/read/2638494/aldi-in-australia-what-will-be-the-impact-coriolis|page=44|title=Aldi in Australia quoting from Super Marketing April 1995|  access-date=15 February 2023}}</ref>
* ''"Good Food Costs Less At Sainsbury's"'' – Used from the 1960s to the 1990s. Described by BBC News as "probably the best-known advertising slogan in retailing."<ref>{{cite news | title = Stores at war: winning secrets | work = BBC News | date = 4 June 1999 | url = http://news.bbc.co.uk/1/hi/business/the_company_file/360997.stm | access-date = 11 October 2006 | archive-date = 4 December 2003 | archive-url = https://web.archive.org/web/20031204050406/http://news.bbc.co.uk/1/hi/business/the_company_file/360997.stm | url-status = live }}</ref>
* ''"Sainsbury's – Everyone's Favourite Ingredient"'' – Used in a series of TV commercials in the 1990s which featured celebrities cooking Sainsbury's food.<ref>{{cite news|url=https://www.marketingweek.com/sainsburys-takes-first-step-into-tv-sponsorship/|title=Sainsbury's takes first step into TV sponsorship|date=3 November 1995|newspaper=Marketing Week| access-date=15 February 2023}}</ref>
* ''"Value to shout about"'' – A 1998/1999 campaign fronted by [[John Cleese]] which was widely claimed to have been a major mistake. Sainsbury's said it actually depressed sales. However, the company had been losing sales for years because of the rise of Tesco.<ref>{{cite news | last = Pollock | first = Ian | title = What's gone wrong for Sainsbury's? | work = BBC News | date = 23 November 1999 | url = http://news.bbc.co.uk/1/hi/business/533338.stm | access-date = 11 October 2006 | archive-date = 4 October 2008 | archive-url = https://web.archive.org/web/20081004102224/http://news.bbc.co.uk/1/hi/business/533338.stm | url-status = live }}</ref>
* ''"Making Life Taste Better"'' – Introduced in 1999 and used until May 2005.<ref>{{cite news|url=https://www.marketingweek.com/sainsburys-axes-making-life-taste-better/|title=Sainsbury's axes "Making Life Taste Better"|date=19 May 2005|newspaper=Marketing Week| access-date=15 February 2023}}</ref>
* ''"Try something new today"'' – Introduced in September 2005 until September 2011.<ref>{{cite news|url=https://www.campaignlive.co.uk/article/sainsburys-drops-try-something-new-today-strapline/1091957|title=Sainsbury's drops 'try something new today' strapline|date=15 September 2011|newspaper=Campaign Live| access-date=15 February 2023}}</ref>
* ''"Value where it matters"'' – Used in advertising from late 2010 until May 2011.<ref>{{cite news|url=https://www.thegrocer.co.uk/the-grocer-blog-daily-bread/sainsburys-family-values/217869.article|title=Sainsbury's family values|date=4 May 2011|newspaper=The Grocer| access-date=15 February 2023}}</ref>
* ''"Clothes You Can't Wait To Wear"'' – Used in all new advertising for TU Clothing as part of advertising campaign throughout May 2011.<ref>{{cite news|url=https://www.talkingretail.com/news/industry-news/sainsburys-launches-new-advertising-campaign-for-its-tu-clothing-range-04-05-2011/|title=Sainsbury's launches new advertising campaign for its TU clothing range|date=4 May 2011|newspaper=Talking Retail| access-date=15 February 2023}}</ref>
* ''"Live Well For Less"'' – Introduced in September 2011 until February 2021 following an 18-month business review.<ref>{{cite web |title=Sainsbury's attributes record Christmas to Live Well for Less push |url=https://www.campaignlive.co.uk/article/sainsburys-attributes-record-christmas-live-less-push/1111390 |archive-url=https://web.archive.org/web/20120114060145/http://www.marketingmagazine.co.uk/news/1111390/Sainsburys-attributes-record-Christmas-Live-Less-push |archive-date=14 January 2012 |access-date=21 July 2024 |website=www.campaignlive.co.uk }}</ref><ref>{{cite web|url=https://www.campaignlive.co.uk/article/sainsburys-live-less-amv-bbdo/1137174|title=Sainsbury's 'live well for less' by AMV BBDO|date=20 June 2012|publisher=Campaign Live|access-date=10 March 2019|archive-date=7 August 2020|archive-url=https://web.archive.org/web/20200807010549/https://www.campaignlive.co.uk/article/sainsburys-live-less-amv-bbdo/1137174|url-status=live}}</ref>
* ''"Christmas is for Sharing"'' – Used for all Sainsburys' Christmas adverts from 2013 to present.<ref>{{cite news|url=https://www.campaignlive.co.uk/article/case-study-sainsburys-christmas-sharing/1366965|title=Case study: Sainsbury's / 'Christmas is for sharing'|newspaper=Campaign Live|date=12 October 2015| access-date=15 February 2023}}</ref>
* ''"Here's to Extraordinary"'' – Used only throughout 2012 to promote sponsorship of the [[London 2012 Paralympic Games]].<ref>{{cite news|url=https://www.retail-week.com/campaign-of-the-week-sainsburys-heres-to-extraordinary/5039879.article?authent=1|title=Campaign of the week: Sainsbury's, Here's to extraordinary|date=24 August 2012|newspaper=Retail Week|access-date=15 February 2023}}</ref>
* ''"Helping Everyone Eat Better"'' – Introduced in February 2021 after being named Principal Supermarket Partner of the [[2021 United Nations Climate Change Conference|2021 United Nations Climate Change Conference (COP26)]] summit in Glasgow.<ref>{{cite web|url=https://about.sainsburys.co.uk/news/latest-news/2021/25-02-2021-sainsburys-named-principal-supermarket-partner-of-cop26|title=Sainsbury's unveils new brand slogan as it is named Principal Supermarket Partner of COP26|date=24 February 2021|publisher=J Sainsbury PLC|access-date=29 May 2021|archive-date=1 March 2021|archive-url=https://web.archive.org/web/20210301061649/https://www.about.sainsburys.co.uk/news/latest-news/2021/25-02-2021-sainsburys-named-principal-supermarket-partner-of-cop26|url-status=live}}</ref>
* ''"Good food for all of us"'' – Launching in November 2023<ref>{{cite web|url=https://www.retailgazette.co.uk/blog/2023/09/sainsburys-brand-campaign/|title=Sainsbury's launches 'Good food for all' brand campaign|newspaper=Retail Gazette|date=26 September 2023|access-date=1 October 2023}}</ref>

Sainsbury's was a sponsor of the [[2012 Summer Paralympics|Paralympic Summer Games]] in London 2012 and it was the largest sponsorship signing in the history of the Games.<ref>{{cite web |title=Sainsbury's Becomes 2012 Paralympics Sponsor |url=http://topnews.us/content/219045-sainsburys-becomes-2012-paralympics-sponsor |archive-url=https://web.archive.org/web/20110718113509/http://topnews.us/content/219045-sainsburys-becomes-2012-paralympics-sponsor |archive-date=18 July 2011}}</ref>

=== Street name ===
When Sainsbury's opened its new supermarket in [[Kingston upon Thames]] on part of the site of the former [[Kingston Power Station, London|Kingston Power Station]] in the 2000s, a decision was made to name a new road leading to the supermarket "Sury Basin", a pun on the name of "Surrey" (Kingston's historic county) but in fact an [[anagram]] of the company's name.<ref>{{cite book|last=McCarthy|first=Julian|title=Secret Kingston upon Thames|publisher=Amberley|date=2014}}</ref>