M&C Saatchi Sainsbury’s films use ’makes life taste better’ line

M&C Saatchi’s new line for Sainsbury’s will be: ’Sainsbury’s makes life taste better.’

M&C Saatchi’s new line for Sainsbury’s will be: ’Sainsbury’s makes

life taste better.’

The new slogan appears on pilot commercials produced for the supermarket

chain by the agency - and seen by Campaign. It will run across all its

advertising for the foreseeable future.

The ads take a much softer approach than the much criticised ’value for

money’ ads that led to the firing of Abbott Mead Vickers BBDO from the

supermarket chain’s TV ad brief (Campaign, 2 April). The films were a

major factor in M&C Saatchi’s success in prising the business out of

AMV, which will now be expected to translate the theme into the print

work it continues to handle.

In one of the films, a checkout girl scans a shopper’s purchases while

the display panel on the till not only shows the price but why the item

has been bought. It ends with her whispered ’good luck’ to a small boy

who has been promised chocolate if he gets his swimming badge.

In the other, a small boy, shy and nervous on his first day at school,

makes friends with a girl at playtime by offering her a Sainsbury’s

chocolate cake from his lunchbox.

Industry sources say the pilots, although shot by a commercials

director, will not be aired although remakes of them will be screened.

M&C Saatchi would not comment.

A Sainsbury’s spokesman said: ’These films are for internal use, are

highly confidential and are not pilot commercials. The new advertising

is still in development.’

Meanwhile, AMV chiefs were expected to meet Kevin McCarten, Sainsbury’s

marketing director, this week to find out if they have a chance of

recapturing the TV work.

The meeting takes place amid reports that Sainsbury’s is about to axe up

to 650 jobs, including 80 senior executives, in the wake of

disappointing trading results.