Sainsbury’s takes a peck at Tesco in ethical egg comparison advert
Consumers are less willing to compromise their values for cost, a fact that Sainsbury’s has evidently picked up on judging by tonight’s advertisement promoting its Basics range. The 30-second advert, to be launched during Coronation Street, promotes both the price and the ethical credentials of its Basics eggs, taking a peck at its rival Tesco in one fell swoop.
The advert compares Sainsbury’s Basics eggs range to Tesco’s Everyday value eggs, pointing out that they’re the same price whilst being sourced from non-caged hens.
Sarah Warby, marketing director at Sainsbury’s, said, “Our new campaign aims to reassure customers that when they buy Sainsbury’s basics they don’t need to sacrifice their values, something that many of our major competitors aren’t able to say to shoppers who buy from their value ranges.”
The message is supported on Twitter by the Sainsbury’s PR account, which states: ‘Buying basics doesn’t mean you need to sacrifice your values #ValueofValues’
Sainsbury’s isn’t the first business to realise the potential for CSR as a profitable marketing tool; retailers such as M&S, ASOS and New Look have implemented ethical supply chain processes in a bid to attract ethically conscious shoppers, and to protect their supply chains from fraud.