LONDON: Sainsbury's has hired Cake to help it make a splash in the mobile-phone market as the supermarket giant teams up with Vodafone.
The agency won a pitch to work on promoting Mobile by Sainsbury's, a new company set up by the pair, until December.
The venture means that Sainsbury's will follow in the footsteps of Asda Mobile, which also uses the Vodafone network, and Tesco Mobile, which uses O2.
Cake associate director Helen Rainford will lead the account and report to Mobile by Sainsbury's brand comms manager Lucy Wilkinson and marketing director Emma McLaughlin.
“We will be targeting moms and families,” said agency account director Kelly Grindle. “One of the benefits of Mobile by Sainsbury's is that it is based on trusted brands, and a key part of it will be offering simple pricing plans and a reliable network.”
Following the July 1 announcement of the service, Mobile by Sainsbury's launched last week with a range of pay-as-you-go packages. The cheapest costs £10.
McLaughlin recently told PRWeek UK sister outlet Marketing that the proposition was based on its target audience wanting “freedom and transparency.”
This story originally appeared on the website of PRWeek UK.