A TV campaign that showcases British produce has been launched by Sainsbury’s.
The advert gives viewers an insight into the imagination of a variety of people involved with Sainsbury's, including farmers and growers, while they give shoppers ideas about how to prepare it.
TV chef Jamie Oliver - the face of Sainsbury’s - is also featured talking about his ideas for Sainsbury’s British food.
The ads use animation to put food thought bubbles above people’s heads, and shows images of food shot on traditional film.
It is hoped the publicity will move shoppers to “try something new today”, Sainsbury’s said.
The print campaign uses full-page food photography, with an idea or tip featured in a thought bubble.
The campaign was designed by AMV BBDO.
The in-store environment will be themed around Best of British from the launch of the TV ad.
Tip cards with British food ideas will be available in store and shelf cards will feature the produce and ideas from the TV ad.
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