Sainsbury’s has appointed Portas as its lead creative agency for General Merchandise following a four-way competitive pitch as it seeks to accelerate the growth of its non- food business. The agency has been tasked with establishing Tu, the chain's own fashion brand, as a destination brand for high-street fashion. It will also help Sainsbury’s launch a new brand, Sainsbury’s Home, which encompasses all the supermarket’s existing home collections. The investment in building the Tu and Sainsbury’s Home brands reflects the business’ ambition for General Merchandise and Portas has developed a long-term creative strategy that will roll-out over many seasons to come.

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Tu at Sainsbury’s in 'fashion & accessories'