Sainsbury’s harks back to a much better past than its current outlook

You’ve got to feel for Wieden+Kennedy, it goes and bags a big supermarket account and the client implodes. It happened with Tesco under former CEO Phil Clarke and now Sainsbury’s Mike Coupe is busy running the venerable grocer into the ground after his supposedly game-changing deal for Asda aborted.

Sainsbury’s shares are at their lowest level for 20 years.

So it must have been mixed feelings when Sainsbury’s asked for an ad to celebrate its 150th (Tesco is currently doing 100.)

Maybe Coupe and co will take a look and recall that Sainsbury’s used to be about price and service.

MAA creative scale: 7.

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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