Asda’s New Slogan Remarkably Similar To Old Sainsbury’s Marketing Campaign
UK supermarket chain Asda has borrowed a slogan previously used by rival Sainsbury’s for its new advertising campaign as it seeks to attract upmarket clientèle to its stores in the build up to Christmas.
The catchphrase “Good food costs less at Asda” began appearing in full page newspaper advertisements last Sunday, and is very similar to the ‘Good food costs less at Sainsbury’s campaign Sainsbury’s ran for nearly 30 years between 1959 and 1991.
Asda says it is using the slogan to help promote is Extra Special premium food product range, and says it is doing so because the phrase reflects the value and quality of its groceries.
Asda watchers say that this is the first time during the recession that the retailer is emphasising the quality of its good as opposed to its “everyday low prices” message it normally runs with. Many see it as an effort by the supermarket to win customers over from upmarket rivals.
Sainsbury’s says that despite the similarity between the two slogans, it did not intend to pursue the matter.
A spokesman for the retailer said: “Good food costs less at Sainsbury’s’ is a registered trademark but we don’t own the sentence ‘good food costs less. There has been no trademark infringement and we are flattered that Asda has chosen to follow in our footsteps.”
Please Note - All Prices Quoted Are Correct at Time of Posting
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