On the positive side, the research revealed that 64% find the 'Dotty' ads inoffensive, while 49% said they weren't turned off by ads for rival Sainsbury's.
Though still the UK's second biggest supermarket behind Tesco, Sainsbury's claimed last week it had gained market share for the first time in five years last year, rising 0.1% to claim 11.7% of the market. But at the same time Tesco said it was taking customers from all its supermarket rivals, as it announced that annual profits had risen 14.1% to £1.22bn, with sales up by 9.1%
Sainsbury's recently apologised for a £3m ad campaign for its Oriental range fronted by Oliver, after some deemed the ads racist. They featured Oliver parodying the voice-overs in martial arts movies.
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