It wasn't a good year for Sainsbury's in 1998, as Tesco had overtaken it three years previously and began to dominate the market. In the February 1999 third quarter statement, CEO Dino Adriano showed his dissatisfaction: "In a market that was more competitive, our Value to Shout About campaign improved customer's perceptions of value but did not meet its sales target." He also admitted the value campaign "resulted in a fall in average spend and transaction size". Things have changed now though, and Sainsbury's is well into achieving its 'Turnaround' objectives, with 12 consecutive quarters of sales growth to December 2007.