Sainsbury's 'live well for less' by AMV BBDO

Sainsbury's has dropped its "try something new today" strapline in favour of "live well for less" in a campaign by Abbott Mead Vickers BBDO.

The work urges customers to enjoy the small things in life by showing a man and his son making pancakes and going to the seaside.

It was written by Diane Leaver, art directed by Simon Rice, and directed by Tony Barry through Academy. Jamie Oliver will front the brand’s Christmas campaign.