Sainsbury's readies Jamie Oliver montage campaign

By Matthew Chapman, marketingmagazine.co.uk, Friday, 16 December 2011 12:47PM

Sainsbury's is launching a TV advert that features a montage of its Jamie Oliver campaigns to celebrate the end of its 11-year partnership with the celebrity chef.

Sainsbury's: Christmas 2011 campaign

Sainsbury's: Christmas 2011 campaign

The advert, created by AMV BBDO, is designed to show how far the company has come as a brand rather than sell Christmas or any one product.

Sainsbury's will launch the ad on Tuesday 20 December during 'Jamie's Christmas with Bells On' on Channel 4.

It will also run on 28 December during 'The Best Ads of 2011' on ITV. Media planning and buying has been handled by PHD.

The montage will be supported by a Facebook campaign that will run from 20 December up until 30 December.

Facebook activity will detail why Oliver chose to work with Sainsbury's, his contribution to the "try something new today" brand message and his experiences of filming the adverts.

Sainsbury's dropped its "try something new today" strapline in September in favour of the "live well for less" positioning to reflect its customers' financial pressures.

Follow Matthew Chapman at @mattchapmanUK

This article was first published on marketingmagazine.co.uk

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs

  • Campaign Marketing Manager EMAP Competitive + Bonus, London (Greater) / London (East), London (Greater)
  • Exhibition Designers WRG Live Competitive salary and benefits package dependant upon experience, Manchester, Greater Manchester
  • Producer WRG Live Competitve salary and benefits package dependent upon experience, London (Central), London (Greater) / Manchester, Greater Manchester
  • Content Manager WRG Live Competitive salary and benefits package, Manchester, Greater Manchester
  • User Research and Insights Manager Salt £40000 - £60000 per annum, London