The much-vaunted range, which will challenge Tesco's Cherokee and Asda's George brands, was to be backed by a major TV campaign worth up to £4m. Tu will now be soft-launched in September, with limited ad support.
By contrast, Tesco spent nearly £3m and Asda almost £5m in TV-led launch activity to establish their clothing brands. Sainsbury's marketing director Steven Nelson had previously expressed confidence that Tu could put the company on a level footing in the sector with George.
A spokeswoman for Sainsbury's said: 'At any launch we consider all the options for a campaign and TV may have been looked at. We have designed it to reach customers in the most appropriate way.'
She claimed the decision to run a smaller campaign was due partly to the range being sold in only 160 of Sainsbury's 500 stores. However, Tesco offers its clothing ranges - Cherokee, Florence + Fred and Tesco Finest - in just 200 of its 1878 stores. George clothing is sold in 260 of Asda's 266 stores.
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