Asda steals Sainsbury’s catchphrase
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Asda is allegedly using a catchphase stolen from rival supermarket Sainsbury’s in its advertising.
The phrase “Good food costs less at Asda” appeared in full-page advertisements run by Asda across the weekend papers.
It mirrors the phrase “Good food costs less at Sainsbury’s” which was used by the Sainsbury’s chain between 1959 and 1991.
The ads promoted Asda’s recently relaunched Extra Special food ranges in an attempt to lure better off shoppers.
It is the first of Asda’s festive ads and promotions that has focused on quality instead of “Every day low prices”.
An Asda spokesperson says: “We’ve won 289 quality awards this year and been named by The Grocer as Britain’s best value shop - that’s why good food really does cost less at Asda.”
It follows Tesco’s move to slash the prices of 200 products in its Finest range.
Sainsbury’s and Asda were unable to comment at the time of writing.
Readers' comments (8)
Anonymous | Tue, 15 Dec 2009 11:52 am
Sainsburys have nothing to worry about, people will think of Sainsbury's as soon as they here 'Good food costs less'. Take the X factor judges signature tune, you automatically think of Carling Black Label! advertising done well, works.
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Anonymous | Tue, 15 Dec 2009 12:12 pm
Well, people in their 60s will perhaps remember it from then...
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Anonymous | Tue, 15 Dec 2009 12:24 pm
Here - in a specific place
Hear - a sound in your ear
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Anonymous | Tue, 15 Dec 2009 4:45 pm
Well, people in their 60s will perhaps remember it from then...
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Claire | Tue, 15 Dec 2009 4:54 pm
What a cheek! I'm in my 30s and I remember that line. Must've been a good campaign if I remember if after so many years. Think asda need a new agency if they can't come up with something more original.
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Colin W | Wed, 16 Dec 2009 11:01 am
Good luck to Asda - if they can substantiate the line and have the confidence to take on the job of transferring the connection from the Sainsburys brand to their own.
I think that if they are brave and stay the course it should be quite possible to achieve that aim.
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peter flynn | Fri, 18 Dec 2009 10:59 pm
why not good food costs more? it's legal, decent honest and true :-)
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Anonymous | Mon, 21 Dec 2009 3:52 pm
Good luck indeed. Asda might have lowered prices but that tagline is one that infers quality as well as good value...something Asda is not known for and so the association won't stick
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