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Sainsbury's launches 'Feed your family for £50' challenge

Sainsbury

4 May 2011

As consumers continue to feel the pinch, Sainsbury's is causing a positive stir by launching its 'Feed Your Family for £50 a week' challenge - enabling families to enjoy three meals a day, for an average of 60p per meal per person.
Sainsbury's will provide everything a family shopper will need,
starting with a list of ingredients and menu cards for a family of
4 for seven days: 84 meals, including a Sunday roast.
An £10m advertising and in-store campaign will support the 'Feed
Your Family for £50' challenge and give Sainsbury's customers a
step-by-step guide to shopping and preparing for the week ahead.
The first wave of advertising for Sainsbury's 'Feed Your Family for
£50' challenge launches on the 4 May and includes a 30" TV advert
alongside print and online executions.
A weekly meal planner will be available in all major
supermarkets and
at http://www.sainsburys-feed-your-family.co.uk from 4
May featuring the entire week's meal suggestions and recipes,
including bacon butties, toad in the hole, meatballs pasta and a
veggie stir fry.
The week's £50 shopping list will be on the planner, and will
provide shoppers with quantities and pack sizes for all 47
different items needed, from a 700g pack of lean beef steak mince
to a 2.5kg bag of basics potatoes.
Claire Harrison-Church, Director of Brand Communications
at Sainsbury's said: "We know the weekly shop is one of
the family's biggest regular expenses and we are really pleased
that we can help to make it easier, and more cost effective. We've
chosen simple, everyday items that make a healthy, tasty and
nutritionally balanced seven day menu for four for just £50.
"The menu ensures at least 5 portions of fruit/vegetables a day
and all ingredients meet our high quality standards, including
Fairtrade bananas, British chicken, Free range eggs and Pole and
line caught tuna. Home cooking doesn't have to mean cordon bleu, so
that's why all our meal ideas are sensible and achievable for every
family."
Sainsbury's first 'Feed Your Family' campaign was launched in
2008, with 'Feed Your Family for a Fiver'. This gave shoppers
different recipe suggestions for main meals costing under £5 for a
family of four. The campaign was widely credited with helping to
establish the supermarket's low-cost credentials at the start of
the economic down turn and for increasing sales of
its basicsvalue range by 60%.