Created by Abbott Mead Vickers BBDO, the ad, which breaks today, is the latest in the Sainsbury's "Try something new today" campaign and launches the new Taste the Difference range.
The range has just undergone an extensive redesign that rolls out this month and includes hundreds of new products and premium packaging.
In "sleepy harvest", Oliver is walking through a charming hamlet, where everybody has fallen asleep mid action. His task is to stir the villagers by awakening their taste buds. The chef uses West Country Mature Cheddar from the Taste the Difference range to do so and the scene comes alive. The spot ends with Oliver saying: "So go on, try something new today."
The 30-second spot is backed by two 20-second executions and four press ads, all featuring specific products from the range.
According to Sainsbury's, Taste the Difference contains no artificial colours, flavours or hydrogenated fats.
The director on the spot is Patricia Murphy through production company Boomerang. Art director is Simon Rice, copywriter is Diane Leaver, while media agency is PHD.
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