The slogan 'Try Something New Today' is to be launched alongside a TV ad campaign, which will debut this evening.
Jamie Oliver (pictured) is featured in the latest campaign, which is the 'tip of the iceberg' in changes designed to encourage£2.5 billion sales growth by March 2008.
Staff training will complement the initiative, following Sainsbury's chief executive Justin King's call for top-down culture change within the company.
He said: 'Although we have made a lot of progress, significant cultural change is required, particularly at our Holborn office, to deliver our recovery plan and ensure our stores are at the heart of everything we do.'
More than 1,000 managers will attend training programmes in an effort to improve customer service, as part of a raft of changes said to be the most significant in Sainsbury's 136-year history.
The slogan, which will be seen on everything from till receipts to instore merchandising, replaces Making Life Taste Better, launched in the 1990s. It was adopted after research showed customers wanted supermarkets to help them with recipe ideas.
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