This week the Grocer tells me that “successful retailers need the human touch in tough times”. The thrust of the article is that Sainsbury’s and Morrisons have achieved a personal touch in their adverts and this has stood them in good stead.

Between Jamie Oliver and Feed the Family for a Fiver, Sainsburys has positioned itself as not just a good value retailer but one with a heart. Whereas, the report, carried out by Cognosis, warns that Tesco is sliding towards being cold/aloof.

Yesterday, I noticed an advert for activia which told the viewer nothing about the product, its health benefits or even how happy and attractive I’d be if I drank it – simply that it’s cheaper than you’d think at 25p a bottle.

The human touch means more than understanding the ‘credit crunch’ effect on customers wallets. As always, brands need to capture the hearts and minds of the public.