Sainsbury’s has unveiled a new slogan to replace its long-standing ‘Try Something New Today' strapline.

The successor – ‘Live Well For Less’ – aims to drive home a message of quality and value.

Commercial director Mike Coupe said the slogan had been “12 months in the making”.

“It works across the breadth of our business, incorporates our values like Fairtrade and sourcing credentials, and combines them with a statement of value,” Coupe said. “It is what Sainsbury’s is all about.”

In a related move, Sainsbury's said it plans to improve 4,000 own-brand food and non-food products. It also announced improvements to its Click & Collect scheme, which will be available at 800 stores by Christmas.

Coupe said trials of Sainsbury’s new Brand Match initiative in Northern Ireland had gone well. The scheme offers an instant voucher to shoppers at the till if Sainsbury’s has not been cheaper than Tesco and Asda on 12,000 branded items.

“The customer reaction [to Brand Match] has been absolutely spot on,” said Coupe. “But it is very early days. We are learning, we will make sure we get it right and then take it further.”

Read more
Sainsbury’s aims for simplicity with new Brand Match scheme (20 August 2011)
Sainsbury’s debuts price-matching plan (16 August 2011)
Mastercard man Horgan ends Sainsbury’s hunt for marketing chief (10 August 2011)