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.’