The supermarket giant appointed Freuds from a final shortlist of seven agencies.
Freuds will begin work from the middle of March and represent Sainsbury’s across its food and drink divisions, as well as on its key brand proposition: "Live Well For Less".
In October, PRWeek learned that Sainsbury’s had severed ties with its previous consumer agency Golin, which it had appointed in 2015, following a restructure of its entire in-house comms function and its acquisition of Argos and Habitat.
PRWeek understands that Golin was invited to re-pitch for the business but declined to do so.
As part of Sainsbury’s restructure, approximately 30 in-house practitioners from across Sainsbury's, Argos and Habitat now operate as a single team, split into several divisions, based in the supermarket's headquarters in Holborn.
Commenting on the appointment, Samantha Coon, head of consumer PR at Sainsbury’s, told PRWeek: "Freud’s are the successful agency in the recent competitive pitch for the Sainsbury’s Food, Drink and Brand pitch. Freud’s were chosen as they presented excellent strategically creative campaigns and ideas and also have a wealth of relevant experience."