We worked with Sainsbury’s to help shape and launch its new brand commitment ‘Helping Everyone Eat Better’, replacing ‘Live Well For Less’ for the first time in ten years.
The future-facing brand repositioning reflects Sainsbury’s belief that delicious food, which is healthy, innovative and good for the planet should be accessible to everyone, and will see Sainsbury’s make it easier for people to improve their diets while helping to reduce their impact on the environment.
The new brand commitment builds on the retailer’s strong visual branding and launched with an epic 60’ TVC. Directed by Filip Nilsson and produced by Object & Animal, the film sees Stephen Fry step up to the mic to deliver a delicious rallying cry to the nation, inspiring them to grab their plates and make a difference.
The film is supported by widespread activity across print, social, out of home, digital, VOD and radio.