New campaign – Sainsbury’s drafts in farmers

FarmerSainsbury’s is launching a new style of television ad as part of an integrated campaign to promote British produce. The TV ads will show the animated imaginations of farmers and growers as they offer consumers ideas on how to prepare their produce.

The campaign has been created by Abbott Mead Vickers.BBDO. The food will continue to be shot on traditional film and the end sequence will show the finished dishes floating through thought bubbles above the speakers’ head. Celebrity chef and company spokesman Jamie Oliver will feature in one of the executions giving his ideas on Sainsbury’s British produce.

A print campaign will feature full-page ads with photographic images of the food along with tips and ideas in thought bubbles. In-store there will be tip cards, point-of-sale banners and shelf cards based around the retailer’s Best of British theme.

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