Sainsbury’s to try fresh look

Sainsbury’s, which lost its market-leading position to Tesco, is reviewing its brand identity in a bid to recover lost ground.

The plan is believed to involve a new trading identity for Sainsbury’s 379 stores. The retailer is believed to be working with Nucleus Design. Nucleus managing director Peter Matthews declined to comment.

Andrew Ground, Sainsbury’s senior manager of national advertising, is believed to be handling the project. He was unavailable for comment, but staff in his department confirmed the review’s existence.