Sainsbury's stages Christmas Panto for final Jamie spot

Sainsbury's has gone panto with its Christmas ad, which is also the final outing for Jamie Oliver.

The supermarket has gone for the festive feel-good factor with a 60-second spot by Abbott Mead Vickers BBDO that premiered last night.

Having helped deliver the perfect Christmas to a village last year, Oliver is now shown concocting a feast in a theatre for a crowd of famous characters from pantomime.

In a spot created by AMV's Adam Chiappe and Matthew Saunby, characters such as Snow White and the Seven Dwarfs, Captain Hook and Cinderella's Ugly Sisters are shown making their way to the theatre from around the country.

It was shot by Jamie Rafn and produced by Ray Leakey for Smuggler, with post-production by Stitch.

The media plan by PHD includes exposure in press and online.

Sainsbury's revealed it was splitting with Jamie Oliver in July, after 11-years of ad campaigns.

It said he would be in the Christmas ads but left him out of its September campaign introducing its new 'Live Well For Less' positioning.

Follow Daniel Farey-Jones on Twitter @danfareyjones

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1 PHD and ITV storm Media Week Awards

PHD reigned supreme at the 2016 Media Week Awards, after winning media agency of the year and the coveted Grand Prix for its work for Sainsbury's Christmas campaign, while ITV won sales team of the year.

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