Sainsbury’s picks Halpern for Tu PR

Supermarket giant J Sainsbury’s is set to unleash a barrage of promotional activity co-ordinated by PR agency Halpern as it prepares for the launch of its clothing brand Tu.

The Tu range of men’s, women’s and children’s casual-wear will hit 160 of the firm’s 530 stores nationwide from September, although 40 will carry just the kids’ range.

Halpern, which was appointed after a four-way pitch on fees understood to be at least £150,000, has a one-year consumer PR contract, with activity set to focus on targeting features editors and product placement.

Clothing is one of the key planks of Sainsbury’s strategy to boost overall sales as it bids to regain ground in the UK’s increasingly competitive supermarket wars.

Sainsbury’s has just 0.3 per cent of the UK clothing market, behind Tesco on 1.5 per cent and Asda with 3.3 per cent.

The Tu range will be cheaper than Sainsbury’s current clothing ranges but will be at least ten per cent more expensive than George at Asda and Tesco’s clothing.

Sainsbury’s claims its clothes will have better fabric and attention to detail than rival supermarkets’ clothes.

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