Sainsbury’s is playing on the concept of summer holiday envy with its latest summer campaign that sees it showcase the full range of its seasonal offering.
Developed by London agency New Commercial Arts (NCA), the 30-second spot sees the grocer provide the prefect backdrop to a sizzling British family summer with its extensive summer-ready food options.
Opening with the line: “Hey Sainsbury’s, kids get all summer off. What do we get?”, the film shows how adults can have just as much fun over the coming months, with great food to boot.
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The film forms part of Sainsbury’s ongoing ‘Good Food for All of Us’ brand platform launched by NCA, which aims to makes the supermarket’s food accessible and affordable for all.
“We can’t get the summer off, but we can spread out the picnic rug, fire up the BBQ, and eat and drink al fresco. And that’s about as good as adult life gets,” NCA founder and chief creative officer, Ian Heartfield said.
With media planning and buying handled by PHD and EssenceMediacom, the creative will run across TV, online, instore, radio and outdoor, including motion sites at Waterloo, Euston and London Bridge stations, alongside two special build sites.
