Sainsbury's puts focus on quality

Sainsbury's is putting its Taste The Difference range at the heart of its Christmas promotional activity to differentiate itself from rival supermarkets' offerings.

The struggling chain is ploughing £9m into the seasonal push, which will focus on the value of its salmon and other specific lines - but noticeably not turkey, as it has claimed it sells a high volume of fish during the period.

TV ads will retain the Jamie Oliver 'quality detective' theme, and showcase a table-full of its exclusive food offers.

The ads, created by Abbott Mead Vickers BBDO, do not use the 'Making life taste better' slogan, favouring just the Sainsbury's logo.

Sainsbury's will be relying on the period to reverse its first-ever interim losses, revealed last week as £39m for the six months to 9 October.

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