Early advertising

The advertising industry really took off in the mid 19th century, when tax on advertisements and stamp duty on newspapers were abolished.

The food trade contributed to the expansion of the publicity business - advertising popularised products, thwarted competitors and expanded markets.

However, Sainsbury's does not appear to have advertised much during the decades of its early growth. Certainly very few 19th century press advertisements for the company survive. The signboard of the first Islington branch, which opened in 1882, read 'Quality Perfect, Prices Lower' and the keywords 'quality' and 'value' appeared frequently in early advertisements.

To some extent, Sainsbury's relied on eye-catching displays to promote its products. Simple handwritten or printed cards bearing messages like 'Genuine old York hams', 'famous pies' and 'delicious on toast' accompanied the goods on display. Inevitably, the message became synonymous with the product. More elaborate coloured showcards were reserved for special displays, promoting goods for Christmas or Easter, or commemorating national events.

A spectacular display was produced in May 1911 to mark the Oxford store's first 'birthday'. The manager, George Hoare, recalled:

"Fifty boxes of roses, smilax and other blooms were sent down from Covent Garden... rockeries were laid out down the centre of the shop and festoons were hung from all the lighting points. The staff worked overnight to complete the picture. From Blackfriars next morning came two tons of fresh goods, decorated cooked meats and poultry, arriving at 7.00am."

Sainsbury's rarely resorted to the extravagant advertising techniques for which other companies became famous. Sainsbury's rival Thomas Lipton used every possible advertising medium, from hot air balloons to monster cheeses pulled by elephants. However, when Lipton erected signs over his shop fascias proclaiming 'We serve the King', Sainsbury's responded with banners which read 'God save the Queen!'