Shaken & Stirred - Influential Brand Profiling and Positioning

Sainsbury’s launch, Duracell and the Great Run Series, [Watch] Rated People launch TV campaign

Hobbs, LK Bennett and Whistles could be feeling nervous this weekend – as Sainsbury’s prepares to launch its new range of women’s clothing early next week.

The supermarket group named those three high-end brands in particular as it threw down the gauntlet in the battle to win more customers with its new collection.

“The quality and styling of the collection will rival Hobbs, L.K. Bennett and Whistles but with a key difference – significantly lower prices that start at £12 rising to £50 for a wool blend wrap coat,” the retailer said.The new range will include a wool wrap coat, priced at £50

According to Sainsbury’s, citing research by Kantar, it was the UK’s sixth largest clothing retailer by volume last year – beating John Lewis, Debenhams, New Look and even H&M. The company said its clothing turnover is approaching £1bn and is one of the group’s biggest areas of growth.


Duracell and the Great Run Series have today announced that the Great North Run will feature pacemakers for the first time ever when the runners take to the streets of Tyneside on Sunday 11th September. The innovation in the race is designed to help runners of any ability pace their race safely and successfully.

Founded in 1981, this is the first year that the Great North Run will feature pacemakers. Duracell has worked with the Great Run Series to recruit 50 experienced runners who will serve as pacemakers for the huge numbers of runners taking part. The pacers will be the running embodiment of the Duracell Bunny, one of the nation’s most loved brand mascots, helping and encouraging runners to run for longer as they take on the half marathon.

To mark this historic moment, the first pacer to cross the line will be Ryan McLeod, the son of Mike McLeod – the first ever winner of the Great North Run. Ryan McLeod, who has competed for Team GB at the European and World Cross Country Championships and is the 2015 British Half Marathon Champion, will lead the Duracell Bunny pacers over the line 35 years after his father won the first two races in 1981 and 82 respectively.


Rated People launch TV campaign narrated by Phil Spencer and featuring real customers and tradespeople.

  • Advert to air Sunday September 4th nationwide

  • Focus on showing the interaction between real homeowners and real tradespeople, featuring real tradespeople and users of the site

The campaign, which is set to roll out nationally from September 4th across TV and digital channels including all Sky channels, More4, Really and Home, demonstrates how Rated People quickly and easily connects homeowners with tradespeople anywhere in the UK.

Referring to the TV ad’s creative direction, Rated People CMO Nihal Pekbeken said: “It’s been a while since our last TV commercial so we wanted to reinforce the simplicity of our service and how we’re able to connect homeowners with tradespeople. It doesn’t matter how big or small a job they need help with, our focus is on helping homeowners find the right person for the job. it was only right to use real tradespeople as well as homeowners who use our service – like Hannah Jackson, who plays the mother in our electrician scenario’.

Hannah Jackson, explains why she wanted to appear in the advert: “I’m a regular user of Rated People’s site especially when I need to manage or maintain my home. So I was really excited when they chose me for a part in the TV ad”.