Oliver to front Sainsbury's Xmas ads
campaignlive.co.uk, Friday, 07 December 2001 12:00PM
Jamie Oliver has shrugged off recent PR disasters to appear in a
new burst of TV advertising for Sainsbury's in the run-up to
The campaign, through Abbott Mead Vickers BBDO, comes in the wake of
research that claimed the celebrity chef is a turn-off for Northern
shoppers and the appearance in the national press of pictures of his
wife, Jules, laden down with rival Waitrose carrier bags.
However, it is said that Oliver will commit himself to a new deal with
the supermarket chain. "He is likely to be involved in the advertising
for at least another two years," an industry source said.
A new 30-second slot breaks nationally next Wednesday featuring a
Christmas dinner at which Oliver is a guest rather than the chef. His
cousin, Tom, prepares the feast with the Sainsbury's Taste the
Using the products gives Tom the confidence to remark "Eat your heart
out Jamie Oliver" before his guest arrives.
The new film is supported by three other spots. In one, a 20-second
commercial for goose fat, Oliver cooks perfect roast potatoes using his
secret ingredient. The other ten-second slots feature him struggling
with wine on his scooter while another promotes Sainsbury's Mini Veg
Kate Nicholson, the Sainsbury's senior manager, said: "These four
executions provide hints and tips to help make this Christmas
inspirational while also ensuring it's hassle free."
The ads were written by Tony Strong, art directed by Mike Durban and
directed by Marc Charac through HLA. Media was bought by PHD.
This article was first published on campaignlive.co.uk
- Marketing Manager (Retargeting Technology) Salt £45000 - £50000 per annum, London
- Head of Strategy, Insight & External Relations London & Partners COMPETITIVE + PRP + BENEFITS, London Bridge
- Marketing Manager, B2C Publishing Blue Skies Marketing Recruitment £30000 - £35000 per annum, London
- PR Senior Account Manager, Consumer, London, £36k Blue Skies Marketing Recruitment £36000 per annum, London
- Integrated Studio Traffic Manager - Award-winning Agency - £35k Digital Gurus £30000 - £35000 per annum, London
- Anti-slavery charity creates '12 Years a Slave' tactical ad after Oscar win
- Cobra introduces bra-making brewer 'The Boss'
- Majority of 15m Twitter users in the UK follow a newspaper
- Hooch appoints More and MJ Media for Keith Lemon campaign
- Birds Eye kicks off £60m pan-Euro campaign
- Will content kill traditional ad models?