Wieden + Kennedy London’s newest commercial for Sainsbury’s may have Stephen Fry’s voice radiating through it but its most striking feature is its photography – well, some of it. Interspersed through its montage of clips are beautiful shots of veg made to look like landscape shots.
The campaign introduces Sainsbury’s new slogan, Helping everyone eat better, and it promotes the idea of eating more fruit and veg because they’re good for the planet and good for you. The switch from Live well for less, which lasted ten years as the supermarket’s slogan, is the result of two years of customer research, which found people want to improve their diets and help to reduce the impact on the environment and that the pandemic year has made healthy food and exercise move up the priority scale for 30% surveyed.
The 60-second spot was directed by Object & Animal’s Filip Nilsson and will be supported by print, social, out of home, digital, video-on-demand and radio until July 12. Behind the scenes, Sainsbury’s is doing its own work for the health of both its customers and the planet. On behalf of the planet, it is the principal supermarket partner for the United Nation’s international climate change conference, COP26, taking place in Glasgow in November; it has pledged to reach Net Zero by 2040 in its own operations, to reduce plastic usage by 50% by 2025, and it has set targets that include reducing scope 3 (third party) emissions by 30% by 2030. On behalf of customers, it is promoting recipes that use fruit and vegetables and is reformulating many of its own-brand products to cut salt and sugar.
Darren Simpson, creative director, Wieden & Kennedy London, commented, “Sainsbury’s came to us with a new commitment that would reconnect them to the power and impact of food, and give them a clear direction for the future. Helping everyone eat better, is a brand commitment to make a difference. The new One plate at a time campaign aims to empower customers to make a positive change for their own health and for the planet too.”
He continued, “Working with Sainsbury’s we’ve evolved the brand to have more of a point of view on their products, on the planet and on the health of their customers. Together we’ve got to a place where we’ve retained the strong visual brand but moved it into a place where the Sainsbury’s voice stands out across all channels. It feels good to be playing our part in helping our clients make a positive impact on customers’ lives.”
