My objective is to analyse the 'try something new' slogan for sainsburies?

Question

please help i don't know what to say =(

Answer 1

Firstly when I think of Sainsbury's I think of middle class England. They can pay a little bit extra for a trusted, and quality brand but not quite as much as those who go to M&S and Waitrose.

Sainbury's has spent a considerable about of time marketing itself to have that little bit extra whilst not scaring away it's core customer base. It's marketing strategies seem to be aiming at taking advantage of the increasing luxury segment, and slowly edging the regular every day shopper to more expensive products.

It perhaps started with the "taste the difference" where it gave its customers the chance to start purchasing or at least considering purchasing their regular shopping items but bit more posh - organic food, rich ingredients etc. It doesn't take the Sainsbury's customer out of their comfort zone but gently pushes them to think a bit more exotic. Great for people who aspire to shop at Waitrose, but can't afford the price tag etc.

Then we've got the "try something new" slogan which ties into this whole theme of gently pushing customers to new (and more expensive) shopping experiences. Using Jamie Oliver ties in well, he's the perfect poster boy from good old fashioned middle class english boy turned posh chef. He's a chef which means he's a reliable source, but he's still a cheeky Essex boy so its not as scary (by scary, people by nature don't like change - subconciously they may be afraid of trying new things, or of uncertainty) to try his recipe's because 'he's like you'. The customer's can relate to Jamie Oliver on there level so they can see themselves doing what he does.

'try something new' is encouraging, and empowering the regular shopper to get a bit creative but without making huge changes. Little thing like, add some fresh rosemary to your roast potatoes again don't take people out of their comfort zones but make them feel a bit more posh (for lack of a better word) and more exciting, up to date, better cooks etc.

The try something new logo is basically saying to customer "go on try it, its just a bit different - you can trust us"

It also works well for those who want to try new things, but don't really know how or what to do.

This works well for both groups, those wouldn't think of changing and those who don't but don't know how.

Good luck.

Answer 2

Think about how the slogan works with the advertising, how does the adverts and slogan make you feel. Do you want to try something new? Then think about the adverts without the slogan and slogan without the advert - do they need to be put together to make it work?

Answer 3

Try thinking about whether it works or not, why it may or may not work