Themes

Slogans

This is not a comprehensive list, but includes the major slogans and straplines used by the company since its foundation in 1869.

  • 'Quality perfect, Prices Lower' The slogan used on the shop front of the Islington store in 1882.
  • 'Sainsbury's For Quality, Sainsbury's For Value' Used in 1918 above the Drury Lane store.
  • 'It's clean, it's fresh at Sainsbury's' first appeared after 1945 and was used until at least the 1960s.
  • 'Good Food Costs Less at Sainsbury's' Used from 1959 to the 1990s, on everything from paper bags to delivery lorries. Described by BBC News as 'probably the best-known advertising slogan in retailing.'
  • 'Sainsbury's - Everyone's Favourite Ingredient' A popular 1990s campaign which featured celebrities cooking Sainsbury's food.
  • 'Fresh food, fresh ideas' Used in 1998.
  • 'Making Life Taste Better' Introduced 1999 and used until May 2005.
  • 'Try something new today' Introduced in September 2005, replacing all other corporate branding.

Paper bag, 1965


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