The revamp will affect 180 products, which will be given new-look olive-green packaging. The range was previously sold under two strands: a 'basic' and 'premium' line. All products will now be sold under the single banner of Simply Italian, which will appear as a 'stamp' logo on packaging.
However, selected products will retain a premium positioning, and will carry pictures of ingredients or the region from which the food originates.
The change in positioning reflects the growth of the foreign food sector as well as Sainsbury's 'Food is the hero' approach, which aims to communicate to consumers that the food has been carefully prepared.
The new-look range will go on sale in Sainsbury's from early May. It will be promoted through ads featuring Jamie Oliver, the first in which the chef has featured since extending his contract with the supermarket for a further 12 months.
The creative, by Abbott Mead Vickers BBDO, is part of a broader campaign by the supermarket this summer.
Parker Williams Design, one of three agencies on Sainsbury's design roster, was responsible for the revamp. The agency also relaunched Sainsbury's Indian range earlier this year, with the introduction of updated packaging and recipes.
_1.jpg)
.jpg)