We remember Sainsbury`s as a friend of AMV BBDO during the previous 35 years. But now it`s time to change this statement because it has moved its account to Wieden + Kennedy, that`s why Sainsbury`s is ready to perform to us its new advertising campaign.

While the advertising industry isn`t believing in the leaving from AMV BBDO and refreshing in its mind ads from Mog`s Christmas to Jamie Oliver`s campaigns, Wieden + Kennedy get the first results from Sainsbury`s like the first set of ads for this brand. Surely, it cannot be without both simple tasty and pleasant food and some celebrities who are loved so much. So, you have an opportunity to look at these posters from the campaign and the main TV ad and make your own opinion about them:

#fooddancing. Sainsbury`s And Wieden + Kennedy Ad Campaign

#fooddancing. Sainsbury`s And Wieden + Kennedy Ad Campaign

#fooddancing. Sainsbury`s And Wieden + Kennedy Ad Campaign

The tagline of the ad campaign is «Live well for less», by the way, as Sainsbury`s has. «They had the endline which they`d been using for years, but had never really been imbued with a lot of meaning,» say creative directors Scott Dungate and Sophie Bodoh. «So we set out to do just that. We liked the thought that you don`t need lots of money to live well, it`s the simple things in life, the stuff that make you feel good. Our first expression of this is ‘Food Dancing’. That moment when you`ve got the radio on, you`re cooking up some tasty food and you`re having a little dance. It`s something that happens in the privacy of people`s homes all across Britain.» Moreover, the main idea is to demonstrate the real life of people, traditions and mode of life, not simple advertising. «We didn’t want to tell people how to live well. We wanted to shine a light on what real people actually do,» say Dungate and Bodoh on the decision to cast from life. «So it made sense to use real people in our campaign. We also wanted to capture what Britain is really all about. Rather than the airbrushed version you so often see in adverts.» «Siri Bunford is great at getting natural performances out of people, with a very light touch,” the duo continue. «We found brilliant characterful people, who had a natural warmth and energy, then let them do their own thing. They danced to their favorite music, in their own kitchens, moving in whatever way came naturally.»

#fooddancing. Sainsbury`s And Wieden + Kennedy Ad Campaign

#fooddancing. Sainsbury`s And Wieden + Kennedy Ad Campaign

There is one more moment which attracts your attention — the producers shows daily life in black-and-white but all food shots in the video are colorful. «We wanted to do something that looked and felt totally different to what else was going on in the category,» comment Dungate and Bodoh. «Something with fresh energy. Treating the portraiture and the food as separate elements allows us much more freedom, it means we can be totally authentic with the portraiture, without compromising on the deliciousness of the food. Plus big bold orange type looks great on black and white.» The TV spot features a catchy new song Food Dancing by UK artist MysDiggi.

#fooddancing. Sainsbury`s And Wieden + Kennedy Ad Campaign

#fooddancing. Sainsbury`s And Wieden + Kennedy Ad Campaign

Sainsbury`s And Wieden + Kennedy Ad Campaign

Sainsbury`s And Wieden + Kennedy Ad Campaign

Sainsbury`s And Wieden + Kennedy Ad Campaign

In case you ask about success of the advertising campaign, the numbers and other statistics are in process. At the same time critics and marketers recognize that it is true power and juicy. It seems like a champion campaign which doesn`t compare to other from the world of food and taste because its charm, colors or humanity touch every viewer, doesn`t matter who he or she is — an advertising specialist or a buyer.

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