AMV BBDO unveils print work for Sainsbury's home delivery service

Sainsbury's is putting new advertising impetus behind its online

operations in an effort to close the gap on the market leader,

Tesco.com.



Abbott Mead Vickers BBDO has produced the print campaign to back the

claim that the service - called Sainsbury's to You - makes no

compromises on quality or freshness.



The premise is encapsulated in the theme of the campaign, home delivered

with care, which will run on 48-sheet posters supported by press and

radio.



One execution features wine being poured into a glass and the line: "The

average case of wine weighs 26 lbs. What better case for home delivery."

The other shows a Sainsbury's staffer, her face obscured by a cabbage,

together with the caption: "She's picky, she's fussy, she's hard to

please. She's doing your shopping."



The print ads were written by Tom Jenkins and art directed by Peter

Gausis.



Richard Morgan scripted the radio work. Media is being bought by

PHD.



A Sainsbury's spokeswoman said: "People want to believe that behind

online grocery systems are food people, not tech people. People who are

passionate about food and put their heart and soul into its freshness

and quality."



Sainsbury's is investing £44 million to develop its home shopping

arm, which now covers half the country, despite a series of

setbacks.



In August, a digital TV joint venture with Carlton was axed and its

e-commerce director, Angela Megson, left the business.



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