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Sainsbury's this week unveils the launch advertising for its active:naturals own-brand health and beauty range with a TV campaign that aims to cash in on consumer demand for products made with natural ingredients. The campaign, through Abbott Mead Vickers BBDO, features Sainsbury's brand spokesman Jamie Oliver pouring products into what appears to be a large saucepan as he concocts his latest culinary creation. The camera then moves back to reveal that it is actually a bathtub and Oliver is trying out products from the active:naturals range. It is the first TV ad overseen by former brand marketing chief Andrew Ground in his new role as health and beauty director. Media is through PHD.