Sainsbury’s Justin King: ‘Don’t spike your competitor’s drink, just perform better’

Justin King on how to compete

Justin King on how to compete

Speaking at Advertising Week Europe in a session with United Biscuits boss Martin Glenn and hosted by the Oystercatchers, Sainsbury’s chief executive Justin King talked brands (and why a good kicking can be ok), plus building a company culture, the role of the marketer – and sociopaths.

King said that historically retailer-manufacturer relationships had been flawed.

“It was about making money off consumers,” explained King. “The truest manifestation of that was when a category partner would suggest a delisting of another company’s brand.

“This would mean that the category was sub-optimum for the consumer but there was payback for the retailer as the manufacturer would offer [competitive margins].”

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