Sainsbury's invests in TV spot for stationery

Sainsbury's has shunned Jamie Oliver in a new-style TV campaign that looks to build its non-food sales.

The 20-second ad, created by Abbott Mead Vickers BBDO, promotes the retailer's stationery range. Called "kids", the ad breaks this week to coincide with the latter part of the school holidays.

It is shot in a documentary style and overlaid with colourful animation.

It opens on a girl in a classroom doodling in her textbook. As she does so, parts of the classroom come to life. The words "blah blah blah", which are written in her book, transform into animated words and are seen sprouting from her teacher's mouth.

In the second scene, using her stationery, the girl turns one of her school friends into an animated pop star and later makes brightly coloured flames emerge from a teacher's mouth.

The ad incorporates an animated sign, which reads "Stimulating stationery all at half price", but concludes with Sainsbury's usual endline: "Making life taste better."

The ad was written by Mark Norcutt and art directed by Laurence Quinn.

The director was Stuart Hilton through Picasso Pictures. Media planning and buying is handled by PHD.

The campaign, which targets housewives and children, will run until 5 September on national television around key programmes such as Emmerdale and Hell's Kitchen School Reunion.

It will be supported by a press element in national newspaper titles.

It marks a move by Sainsbury's to allocate marketing spend to its non-food ranges.

The rival supermarket Tesco has expanded successfully into non-food categories, such as CDs, baby clothes and school supplies, increasing the pressure on other supermarkets, as well as on high-street retailers such as Boots and Woolworths.