"Soul of Sainsbury's" video

Video comprising messages onscreen central to the Sainsbury's brand alongside images and video clips of branches and advertising. The messages are: "transparent stores", "simple advertising", "responding to customer needs", "simplicity of design", "affordable quality", "responsive to customer demands", "innovative technology", "simplicity in pricing", "outstanding quality", "honest ingredients", "responding to environmental needs", "transparent displays", "transparent ingredients", "innovation in food", "innovative advertising", "responding to customer concerns", "simplicity in store layout", "affordable quality". Labels on the tape suggest the video was created to show at the 2004 Retail Conference (which appears to have been a conference for store managers).

Some of the images used are from the Sainsbury Archive collection, but most are contemporary with the video. The video begins with a computer-designed graphic of a book with a cover similar to 'The Best Butter In The World' by company archivist Bridget Williams, but titled instead "The Soul of Sainsbury's". It ends with a long message onscreen in a wedge shape which ends "Each little thing done better, is the thin end of the wedge into something bigger."

Duration: 2 minutes.