Created by Abbott Mead Vickers BBDO, the ads feature farmers who grow and supply food to the supermarket. One execution shows brand spokesman Jamie Oliver discussing recipe ideas for British produce.
The TV work will be supported by in-store activity based on the theme 'Best of British'. This will include point-of-sale banners, tip cards and shelf-cards illustrating the TV ideas and produce.
Sainsbury's decision to focus on British produce coincides with growing consumer concern about food miles; last week the Soil Association announced that it was considering excluding food flown into the UK from its organic accreditation scheme.
Waitrose was one of the first UK food retailers to base its marketing on ethical sourcing and supplier partners. Its first such ad featured a farmer herding a flock of sheep in Wiltshire to convey its efforts to source trustworthy, premium foods.
_1.jpg)
.jpg)