Sainsbury’s has partnered with Weiden + Kennedy to launch a new music based ad-campaign which is calls a ‘step-change’.
Sainsbury’s has partnered with Weiden + Kennedy to launch a new music based ad-campaign which is calls a ‘steop-change’.
Dubbed #FoodDancing, the TV ad features colourful shots of fresh Sainsbury’s food interjected with candid black and white footage of real-life people dancing as they cook to a tune especially written by UK artist MysDiggi.
It is backed by a series of online activations using Gif’s, Spotify partnerships and OOH executions.
Given the musical nature of the campaign, Sainsbury’s has also forged the first Spotify Branded Moments sponsorship in the UK that will see it appear in vertical video ads on the app.
Sainsbury’s said it wants to “celebrate the simple joy that can come with food” and put it “at the centre of real moments, relationships and emotions” with the campaign.
“The excitement and energy created by our #fooddancing film is the perfect antidote to how our customers tell us they feel in January,” explained Mark Given, director of brand communications at Sainsbury’s.
“Why should one month of the year have less opportunity to live well than any other? Having fun in the kitchen is a big part of living well. Whether you are whipping up your signature dish or just having a cheese sandwich, making something to eat is a joy. So, let’s celebrate it.”
