Sainsbury’s picks C&T for Ulster spot

Sainsbury’s, the troubled supermarket chain, is going on TV in Northern Ireland for the first time to establish its presence in the province.

Sainsbury’s, the troubled supermarket chain, is going on TV in

Northern Ireland for the first time to establish its presence in the

province.



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

BBDO.



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

December 1996).



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.



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