Sainsbury's 'spiceworld' by Abbott Mead Vickers BBDO

Jamie Oliver is followed on a fairytale journey packed with food, colour and people in Sainsbury's Christmas television ad campaign, created by Abbott Mead Vickers BBDO. "Spiceworld", filmed at the Garrick Theatre, opens with a bustling snow-covered Dickensian street market. The backdrop provides Oliver with inspiration for twists on traditional Christmas foods and recipes such as cinnamon and icing sugar on mince pies and gingerbread in trifle. All the ideas will be supported by a free Christmas leaflet available in Sainsbury's stores in the run-up to Christmas.