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Contains statements from 'Supershoppers' from Wandsworth, Putney, West Wickham, Stockwell, Lewisham and Bromley branches explaining why they shopped at Sainsbury's. With contracts between J Sainsbury Ltd and shoppers with the latter giving permission for their name, statement and photograph to be used in advertising for Sainsbury's with b/w photographs.

Also similar contracts with professional models used in the advertising of Sainsbury's brand tights.