Abbott Mead Vickers BBDO makes a return to Sainsbury’s television
advertising next week as it kicks off the first series of spots starring
the celebrity chef Jamie Oliver.
The agency has retained M&C’s ’making life taste better’ tagline,
refocusing it around Oliver.
The first 40-second spot opens with Oliver enjoying a drink with
friends.
As they wander out of their local pub, he invites his companions round
for a ’ruby’. Stopping off at a late-night Sainsbury’s, Oliver picks up
the ingredients for a curry. In true Oliver fashion, his friends are
bowled over by the results.
AMV, which recaptured the pounds 25 million slice of the supermarket’s
business from M&C Saatchi, is hoping that the Naked Chef can boost
Sainsbury’s flagging fortunes in the same style he revived young
people’s interest in cooking.
’We’re not going back to the ’good old days’ of Sainsbury’s advertising
but neither did we want something radical that had no roots in the
brand’s traditional offering,’ AMV’s chief executive, Andrew Robertson,
said.
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