Since 2000, TV advertising has helped turnaround Sainsbury's business fortunes delivering £1.12 billion in incremental revenue and a ROI of £27.25 for every advertising pound spent. In reinvigorating the brand mission of 'Pioneering better quality everyday food', it has given customers new food ideas that have encouraged them to shop, cook and eat differently. This has helped halt defection and enticed loyalists to spend more at Sainsbury's, ultimately helping to improve shareholder value - potentially to the tune of £1.76 billion.