Mobile by Sainsbury's brand to be based around 'trust'

Sainsbury's and Vodafone: join to launch Mobile by Sainsbury's venture
Sainsbury's and Vodafone: join to launch Mobile by Sainsbury's venture

Mobile by Sainsbury's, the joint venture from Sainsbury's and Vodafone, will aim to take advantage of the trust held in the supermarket brand to appeal to its target audience of mothers.

The new company will be positioned as "absolutely open and transparent" and is currently only offering pay-as-you-go (PAYG) packages, which it will bundle with its Nectar card to provide double Nectar points on shopping and fuel.

Emma McLaughlin, who has been appointed marketing director at Mobile by Sainsbury’s after 14 years as a consumer marketer at Vodafone, said the proposition was based around its target audience wanting "freedom and transparency".

She said: "Customers didn’t want bill shock, so all of that led to developing a pay-as-you-go product because there are no tie-ins with that.

"If customers tell us in the future tell us they want to have contracts, then we will look to develop that proposition."

The company claims busy mums with a family of four could collect up to £180 Nectar points a year through using its services as it works closely with Sainsbury’s to tie in its marketing with the supermarket’s "live well for less" proposition.

Vodafone branding will not be evident as part of the Mobile by Sainsbury’s brand identity because McLaughlin points out the service is being offered through Sainsbury’s estate of 1,000 stores and is specifically targeting the supermarket’s customers

The announcement of the 50:50 venture between the two companies has proved controversial, due to Sainsbury’s chief executive Justin King speaking out against tax avoidance, while Vodafone has been criticised for its tax avoidance activities.

McLaughlin claims there is no conflict of interests and added she could not comment on Vodafone’s tax arrangements. She made reassurances about Mobile by Sainsbury’s approach to taxes.

She said: "Mobile by Sainsbury’s is a British company and we will pay British taxes and I think the two companies working together is a great thing, so we will absolutely be paying our taxes."

Initial marketing for Mobile by Sainsbury’s will run in-store and through Nectar channels, while the brand is preparing an above-the-line campaign for Christmas. 

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer