The campaign features the track The Start by The Jam, and a cameo from Grand Designs star Kevin McCloud, who says “Remarkable, we’ve actually come in under budget.
Sainsbury’s has launched a new advert in an effort to compete with its value-focused rivals in the tough supermarket sector. The new campaign, spearheaded by New Commercial Arts, opens with a family driving into the supermarket carpark.
It features the track The Start by The Jam, and a cameo from Grand Designs star Kevin McCloud, who says “Remarkable, we’ve actually come in under budget,” in a play on the fact most endeavours in the TV show are well over budget.
CEO Simon Roberts also highlighted that the grocer has “worked hard to really deliver”, and has focused on “value, product innovation and service”. It is not the only supermarket to focus on price — Morrisons has also centred value in its no-nonsense new year campaign which showcases its January price freezes, while high-end Ocado has showcased its price matches with a punchy New Year campaign.
The advert was directed by Freddie Walters via Pulse Films with media planning and buying by PHD, while Dan Seagar and Steve Hall created the TV ad. It follows on from the success of Sainsbury’s Christmas advert which was also created by New Commercial Arts and featured 80s pop legend Rick Astley responding to an 11 year old girl asking the question “Hey Sainsbury’s, what does Santa eat for his Christmas dinner?” “How about some cheese?”, Astley responds. The success of the advert came as the supermarket saw huge success and a rise in sales compared with its rivals.
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