AMV BBDO develops spot for Sainsbury’s after losing account

Abbott Mead Vickers BBDO has shot a new commercial for Sainsbury’s - nine months after the supermarket fired it from its TV ad account.

Abbott Mead Vickers BBDO has shot a new commercial for Sainsbury’s

- nine months after the supermarket fired it from its TV ad account.



The film, which went on air nationally this week, is for the ’be good to

yourself’ range of low-fat dishes.



But although the commercial keeps to the style of the new TV work

through M&C Saatchi and carries the ’Making life taste better’ line

devised by the new agency, Andrew Robertson, AMV’s chief executive,

said: ’I can confirm that we produced it.’



He added: ’The ’be good to yourself’ advertising was very successful

last year but this commercial is not the first in a new campaign.’



Ironically, ’be good to yourself’ was the last TV promotion by AMV for

Sainsbury’s before it was forced to pay the price for the failure of the

’value to shout about’ campaign.



Since then, the shop has been rebuilding its relationship with

Sainsbury’s, culminating in its win of its combined pounds 6 million

local marketing and Savacentre hypermarkets account last August.



Meanwhile, speculation is mounting that Sir Peter Davis, the newly

appointed Sainsbury’s chief executive, will draw heavily on the advice

of David Abbott, AMV’s former executive creative director, as he plots

the recovery of the troubled chain.



As Sainsbury’s marketing director, Davis was instrumental in switching

the account from Saatchi & Saatchi to AMV in 1979, and watched the chain

prosper on the back of Abbott’s stylish work.



Abbott said: ’Davis doesn’t start work until March and advertising won’t

be at the top of his list of priorities.’



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