'Good food costs less at ASDA'. This is the new slogan attached to the ASDA Christmas campaign, yet it was used by Sainsburys for 30 years.
However, although Sainsburys did trademark the slogan 'Good food costs less at Sainsburys' they have no control over the part of the sentence without their brand name. "Legally there's nothing we can do about it" they said.
ASDA claim they won't be changing the company slogan permanently and that this is just for the Christmas period to reflect the quality of their premium food range.
Although this type of thing is quite common in the industry, it's not seen as the done thing.
Professor Jeremy Baker of the ESCP Europe Business School says, "using another company's slogan is still considered a major sin because it takes years and millions to build up".
