Sainsbury’s Low Price range wasn’t washing with some customers who were unconvinced of the supermarket’s ‘value’ credentials. The packaging said ‘poor quality’ and closely resembled Tesco’s value offer. A transformation was in order.
WMH argued that every purchasing decision involves a price-quality equation. By explaining how their products could be cheaper, yet still good quality, customers would accept Sainsbury’s participation in the value category.
Renaming it Basics, WMH redesigned 240 products with witty one-liners that reinforced ‘value with quality’. Basics became Sainsbury’s most successful brand, growing 40% year on year. 99% of customers agreed it ‘feels like a design that is more for you’, 96% preferred it to the old design, and Sainsbury’s expanded Basics across a whopping 600 product lines.