"Sainsbury's makes life taste better" press release, 7 Jun 1999

Press release announcing the launch of Sainsbury's new corporate positioning and brand image with the slogan "Making life taste better". The new brand identity was developed by design and strategy consultants 20/20 and the new advertising campaign was developed by M&C Saatchi. The press release says the positioning was "a new philosophy reflecting a total change from within the company to help us get closer to our customers". As part of the positioning a new television advertising campaign was launched, a new colour 'Living Orange' was introduced, and a rejuvenated service programme was to be introduced in Sainsbury's stores. The new positioning was to be introduced in a four to five year programme to Sainsbury's stores. This press release would have been included in an information folder about the change.