Sainsbury has launched its first national TV ad campaign for Sainsbury’s to You, plugging its online shopping operation as the most convenient channel for festive shopping.
Fronted by celebrity chef Jamie Oliver and his parents Trevor and Sally, the ads follow a regional campaign in the Central TV region earlier this year which boosted orders in the Midlands.
Sainsbury doesn’t publish its online sales but said they were up 35% in the first half. Losses were reduced from £19m to £10m with the operation set to break even by March 2004.