After 35 years with their the incumbent agency, we were lucky enough to win the Sainsbury's pitch. Our first campaign was straight from it. It was designed to give Sainsbury's back their food mojo, with a new tone of voice and art direction that bucked category norms. We wanted to inject meaning into their brand line 'live well for less', and show living well in Britain doesn't have to be fancy, or complicated, or instructed. Living well is often just enjoying the simple things in life you are already doing. Like when music meets cooking, and you can't help but jiggle while sizzle.
With a fully integrated campaign, including a track and music video, we celebrated '#fooddancing is living well'.