Sainsbury’s has announced it will retire its “Live Well for Less” slogan after 10 years.
The Big 4 grocer revealed it will now be replaced with a new brand commitment to help “Everyone Eat Better”.
The move will see the grocer give customers advice based on the principles of the UK Government’s Eatwell Guide, as it was announced that only a quarter of the UK public manage to eat five pieces of fruit and vegetables a day with many families relying on just six go-to recipes.
Sainsbury’s will kick off this new campaign with a TV ad voiced by Stephen Fry and is encouraging customers to try new recipes that are made up of more fresh fruit and vegetables over the summer.
For each of these ingredients, Sainsbury’s is providing recipe ideas to help customers incorporate the fresh produce into their diets, including a beetroot burger, broccoli frittata, a kale filo pie, strawberry pancakes and pea pesto pasta.
Sainsbury’s customers will also be given incentives to up their own intake of fruit and veg via challenges in the stores Nectar app.
“At Sainsbury’s, we believe everyone should have access to healthy, tasty food that is better for them and the planet too,” Sainsbury’s chief marketing officer Mark Given said.
“With our new brand commitment, we want to help our customers shake up their approach to food, by actively helping everyone make healthier choices.
“From providing recipe information and offering incentives for eating more fruit and veg, we have a lot in store and can’t wait to bring the nation on this journey with us”.