Sainsbury's stages Christmas Panto for final Jamie spot

By Daniel Farey-Jones, campaignlive.co.uk, Monday, 14 November 2011 12:20PM

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

Jamie Oliver: stars in his final Sainsbury's campaign

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

This article was first published on campaignlive.co.uk