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Sainsbury’s is exploiting its deli counters to build customer trust

and confidence in its latest burst of TV commercials featuring the

celebrity chef Jamie Oliver.

The Naked Chef star is seen using the ’Try before you buy’ deli counter

service in the second film fronted by him since the supermarket’s TV

account moved back to Abbott Mead Vickers BBDO from M&C Saatchi.

The troubled chain is already claiming Oliver is a major reason for the

continued uplift in its fortunes. Sainsbury’s reported a 3.1 per cent

increase in underlying sales between April and June.

The 40-second commercial, which breaks nationally on Sunday, capitalises

on Oliver’s reputation for sourcing quality ingredients. In it, he helps

his friend decorate a room, then climbs aboard his scooter to go and buy

lunch.

At Sainsbury’s, he heads for the deli counter and notices the ’Try

before you buy’ sign and samples various dishes.

When Oliver returns, he hands over a bag full of shopping and announces

that he isn’t hungry. The ad closes with Oliver grinning madly and

rubbing his stomach.

Nicole Masters, the Sainsbury’s board account director at AMV, said:

’Sainsbury’s has always been about providing good food and its deli is

an example of this. We hope the combination of Oliver and the ’Try

before you buy’ service will encourage people to experiment more at the

deli.’

The film was written by Chris Bardsley, art directed by Dave May and

directed by Tom Merilion at RSA. Media is being bought and planned by

New PHD.