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Sainsbury’s promotes e-commerce channel on TV for the first time

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Sainsbury’s tonight launches its first TV advert for its non-food website.

The 30 second ad will run during the break in Emmerdale on ITV1 and brings to life a tour through the supermarket with a trolley pushed by an animated computer cursor.

It highlights Sainsbury’s non-food range – including sofas and televisions for watching the World Cup – and a free delivery offer for orders worth £50 or more.

The ad, from AMV BBDO, comes just a week after Sainsbury’s said in its year-end results that its internet grocery service had grown by almost 20% to sales of more than £500m. It also said that across its business, its non-food sales had grown three times as fast as food.

Sainsbury’s non-food website launched last July and features more than 8,000 items, from furniture to white goods and home entertainment.

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