RetailAnalysis
19 January 2017
Sainsbury's goes 'food dancing' in new ad campaign

Sainsbury's has broken with precedent and launched an edgy new ad campaign, in a bid to connect younger and urban shoppers with its Live Well for Less ethos.

First campaign from new agency

The campaign is the first output from newly selected ad agency Wieden+Kennedy which has taken over the account from Sainsbury's long standing agency BBDO.  Over the years BBDO has created many ads that have successfully communicated Sainsbury's focus on quality food to engage with its core middle class family shoppers, including including its big budget Christmas animations, Mog's Christmas Calamity and the Wallace & Gromit style "Greatest Gift". The new ad is strikingly different. Fast paced and shot with hand held cameras it cuts between real life food lovers dancing in their kitchens as they prepare dishes.

 

Engaging with younger shoppers

The ad will appear on TV, but the background track "Food Dancing (Yum Yum Yum)" will be available as a download and also has its own music video. The campaign also aims to build customer engagement via social media by encouraging customers to post their own videos on Twitter using the #fooddancing hashtag.

Fun in the kitchen

Commenting on the new ad Mark Given, director of marketing, planning and propositions at Sainsbury's said “The excitement and energy created by our #fooddancing film is the perfect antidote to how our customers tell us they feel in January. Why should one month of the year have less opportunity to live well than any other? Having fun in the kitchen is a big part of living well. Whether you are whipping up your signature dish or just having a cheese sandwich, making something to eat is a joy. So let’s celebrate it.”

Sainsbury's Trade Briefing 2017: Booking has now opened for Sainsbury's biggest supplier event of the year, on June 13th. It's your chance to hear direct from the leadership team about Sainsbury's strategic vision and grow your business with the retailer. For more details and to secure your place, click here.

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