Sainsbury's seeks agency for Tu brand

Tu: worked with Gravity Road
Tu: worked with Gravity Road

Sainsbury's has kicked off a review of its Tu clothing brand and homeware range, which are to be separated from the main creative account that was won by Wieden & Kennedy London earlier this year.

Agencies have been contacted with a request for quotation through AAR. 

Sainsbury’s moved its £60m ad business to W&K in August, ending its 35-year relationship with Abbott Mead Vickers BBDO.

Although AMV was the lead agency for Sainsbury’s entire ad business, the supermarket now wants to appoint a separate shop for Tu and homeware to allow W&K to focus on food. 

In 2014, Gravity Road created an online ad to promote Tu’s Christmas jumpers on a project basis. Gravity Road is Sainsbury’s retained digital content agency for the food business.

A Sainsbury’s spokeswoman said: "We can confirm that we’ve recently launched an open pitch process, inviting agencies to tender for Sainsbury’s non-food business. These services include strategic planning and development of creative communications for Tu, as well as general merchandise."

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