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Brief Published: 13 Mar 2020

Sainsbury’s On-Shelf Messaging to Stem Panic

British supermarket Sainsbury's has responded to soaring levels of stockpiling in the UK with some on-shelf messaging designed to present a more united, compassionate front amid the Covid-19 panic.


The company is putting a more positive spin on its decision to restrict the number of 'essentials' products, such as toilet paper, hand sanitiser or tissues being sold to each customer. In some instances, it's added on-shelf labels reading: "Please think before you buy. We are setting a limit of five units per customer on a small number of these products to ensure we can offer them to everyone who needs them, rest assured we are receiving new deliveries regularly. Please help us support as many people as we can."

The messaging comes in stark contrast to other supermarkets deploying a similar system of restrictions, in some cases noting only that "store detectives operate in this store".

See Empathetic Brand Engagement for more on the retailers implementing sensitive engagement strategies.