Sainsbury's "The toughest critics" by Wieden & Kennedy

The world's toughest food critic isn't Grace Dent, Giles Coren, Jay Rayner or even the Queen: it's a baby.

Sainsbury’s hosts a baby banquet to show the realities of feeding the toughest little critics. The ad by Wieden & Kennedy London promotes the supermarket’s new Little Ones baby food range, which has been designed to make things easier for parents. It was created by Peter Browse and Tom Hall and directed by Tim and Joe through Friend. 


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