Is it just me or is the new Sainsbury's slogan the worst rebranding ever? "Try something new today" - the only thing I'll be trying where Sainsbury's is concerned is different ways of grimacing every time their adverts come on telly. Oh wait, they said new - we've all been doing that for 5 years since they hired Jamie Oliver. Hey Sainsbury's, here's an idea - if you want to improve profits, start by finding a new celebrity chef.