Advertising strategies, 1960s-2006

'Family', 'Sainsbury's quarterly magazine for every woman' was launched in stores in 1961. Each issue included a Sainsbury's 'meal of the month' feature and 'In store from the Sainsbury's counterman', highlighting new products. This feature continued after the magazine became part of Family Circle in 1964 and special recipe supplements were also produced. Recipe suggestions have formed part of Sainsbury marketing since the 1920s.

Later campaigns such as 'Everyone's favourite ingredient' and 'Fresh food, fresh ideas' combined recipe suggestions in TV and press advertisements with giveaway recipe cards. This concept has been extended with the current 'Try Something New Today' communication campaign. In 2002 Sainsbury's online recipe database won an industry award for new media innovation.

During the early 1980s, Sainsbury's advertising budget was less than a quarter of the 1% of turnover spent by most large companies. Of this, two-thirds went on TV advertising; the rest was split between women's magazines and the regional press. Local press advertising was usually geared towards new store openings, price promotions, including the popular 'DISCOUNT' programme. Advertising philosophy at this time highlighted Sainsbury's strengths such as value-for-money and 'own-label'.

Abbott Mead Vickers (now AMV BBDO) was first appointed in 1979 to handle Quality Colour Press Advertising in 1979. In May 1985, AMV also replaced Saatchi & Saatchi as agency for Sainsbury's mainstream television and newspaper advertising account. The agency has won several awards for its Sainsbury's advertisements and its contract was renewed in 2005.