Video recording of "Sainsbury's Taking the Brand Forward Together" presentation by Kevin McCarten at 1999 Convention

Video recording of a talk by director, marketing and brand development Kevin McCarten to Sainsbury’s staff seemingly at the Sainsbury's "One Company One Agenda" convention, held in Brighton on 9-10 February 1999. The talk, titled “Sainsbury’s Taking The Brand Forward Together”, explains Sainsbury’s marketing plans featuring a new brand identity with the ‘Making Life Taste Better’ slogan.

Topics discussed include: the views of customers about Sainsbury’s and their requirements; how the company should broaden its appeal to more customers; the ‘noble purpose’ of the company to ‘make life taste better’ and strategy of the company; the new brand identity logo and ‘living orange’ colour; plans to roll-out the new branding and other changes planned (eg own-brand products); new Fresh Creations range of meal kits; Red Nose Day/Comic Relief sponsorship; the meaning of ‘Making Life Taste Better’.

Includes: (at 0:06:37) video clips of customer views (‘vox pops’) on food shopping; videos (at 20:56 and 23:00) with vox pop interviews about a broader customer base and what customers value; video (at 34:40) with “DDs” [departmental directors] giving their thoughts about the ‘noble purpose’; clip (0:45:20) of advert of television commercial for Sainsbury’s Fresh Creations with John Cleese; clip (at 0:47:35) of Sainsbury’s advert for Comic Relief/Red Nose Day with John Cleese; film (at 0:49:55) about ‘Making Life Taste Better’ featuring store footage and clips of proposed ‘Making Life Taste Better’ adverts [an early version of ‘Checkout’; ‘The Wine Buyer’ (appears to have never been used); an early version of ‘Playground’].

Duration: 57 minutes.