Work

Sainsbury's: Food Dancing

London

Food Dancing energised the Sainsbury's brand with a fresh, distinctive take on food.

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‘Food Dancing’ shines a light on a secret but ubiquitous kitchen behaviour that totally sums up the simple joy that can come with food. That personal moment when you're in the kitchen, you're totally in the rhythm of cooking, and you’re dancing to your favourite tune.

Our ambition was to make ‘living well’ mean something but this wasn’t about telling people what to eat or how to live, like the rest of the category was doing. People already know how to live well, so we decided to celebrate that. Real people, living well, in homes across the country.

When we spoke to Sainsbury’s customers they were very clear about what it meant to them, and it wasn’t about special diets or expensive foods, it was about the humanity that surrounds food. The people you eat it with, the emotions it evokes. Sometimes it’s the small things. Like that moment when you’re in the kitchen, the music’s on and you’re having a boogie. That’s living well. So food dancing became our first expression.

60”, 30” and 2x10”s ran on TV for the full seven week campaign.

We created a full length music video that ran online and the specially written Food Dancing music track reached #1 in the UK Viral Charts on Spotify and was featured on Virgin Radio.

Out-of-home ran in 6,900 sites, DOOH in a further 1,343 sites and press in national and local newspapers for seven weeks.

Digital display was prominent, GIFs were created for Giphy, punked-up UGC edits in the Food Dancing style pushed out on social and even celebs got on board. Finally, every store was decked out in every iteration of the campaign. And the results?

  • 9.5m social views
  • 16.8m GIF views
  • 85.6m social impressions
  • 39m reached through TV
  • 96% positive/neutral Twitter sentiment
  • Yum Yum Yum track reached no.1 in UK Spotify Viral Chart on 10/02/17