Sainsbury's to You trails leader Tesco, but has seen sales soar and they are now running at five times the level of three years ago.
Sainsbury's uses Abbott Mead Vickers BBDO for its advertising, and has a longstanding contract with Oliver, who is credited with boosting sales at the supermarket chain. This ad is one of 14 executions being run by Sainsbury's in the run-up to Christmas.
In the ad, Jamie's mother opens the door to a delivery driver, but by the surprise on her face, viewers realise she is not expecting the delivery, and she presumes that Jamie's father, Trevor, has made the order. It turns out that their Christmas decorations have sprung to life and have ordered the food in their excitement at Christmas.
The ad backs Sainsbury's to You offer of free deliveries on orders over 拢80 until December 13. The art directors on the campaign are Mark Norcutt and Daryl Corps, and the copywriters are Laurence Quinn and Mike Nicholson. Tom Merillion directed the ads, through the production company Joy. Media is by PHD.
Penny Slatter, head of online marketing for Sainsbury's, said: "This is the first time we have advertised online shopping nationally. We hope the ad will encourage more shoppers to shop online and make shopping at Sainsbury's more convenient, especially towards Christmas time."
Jamie Oliver has roped friends and family, including his grandmother, to appear in ads for Sainsbury's.
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