The ‘Pocket Friendly Prices’ campaign is using new signage to highlight value-tier household essentials, including own-brand chicken breast fillets, milk, butter and cherry tomatoes, across the grocer’s 800 Local stores.
The retailer introduced new red shelf labels, ceiling banners and PoS signs on 19 April.
“We’re committed to doing everything we can to support customers with the rising cost of living,” a Sainsbury’s spokeswoman told The Grocer. ”Our Pocket Friendly Prices highlight low prices on everyday essentials in our convenience stores.”
Last week, Sainsbury’s launched Nectar Prices, its own version of Tesco’s Clubcard loyalty scheme. Customers now receive discounts on more than 300 products when they scan their Nectar card or app in Sainsbury’s supermarkets, petrol stations and online purchases. Sainsbury’s has said it plans to extend the offer but did not confirm whether this would eventually apply to purchases in convenience stores.
It followed a dramatic ramp-up of its Aldi Price Match campaign in January, which saw the retailer increase the number of products included by almost a third, to around 310, in the space of a few weeks, accompanied by a significant marketing campaign highlighting the price matching in store.
The supermarket has been significantly investing in everyday low prices across its range, including £50m in the run-up to Christmas to combat increasing food inflation. Sainsbury’s said it had invested £500m as of March 2023.