Sainsbury’s, the troubled supermarket chain, is going on TV in
Northern Ireland for the first time to establish its presence in the
But the 60-second commercial, which breaks in two weeks’ time, will be
in sharp contrast to what runs on the British mainland because the
retailer’s name is virtually unknown across the Irish Sea.
The film is also the first significant TV advertising for the chain to
be produced by Clark and Taylor, which is responsible for promoting
Sainsbury’s at a local level and whose creative director, Rodger
Williams, helped devise the acclaimed Harry campaign for Safeway.
TV work for Sainsbury’s is usually handled by Abbott Mead Vickers
The new spot, backed by a poster and press campaign, comes three months
after Sainsbury’s opened its first Northern Ireland store in Ballymoney
and two weeks before the opening of a second in Belfast. More are
planned during the coming year.
Under the theme of ’a fresh approach’, the film provides an elementary
lesson in shopping at Sainsbury’s. It was written by Peter Evans, art
directed by Barry Batchelor and directed by Paul Kenward for Harkness
Sayers. Media is through New PHD.
The Northern Ireland initiative comes amid reports that Kevin McCarten,
the Sainsbury’s marketing director, wants to achieve greater synergy
between the company’s roster agencies. The list now includes M&C
Saatchi, appointed to launch Sainsbury’s banking service (Campaign, 20
Abbott Mead will shortly present new work in response to McCarten’s
demand that the company’s advertising should become less aloof.
Meanwhile, M&C Saatchi is understood to have presented an idea capable
of being used across the range of Sainsbury’s advertising.