Sainsbury's, the U.K.'s second biggest supermarket, has unveiled the first creative work from its new agency Wieden & Kennedy London since its account moved from AMV BBDO at the end of last year. The new campaign centers around "food dancing" -- people dancing joyously in their kitchens as they prepare meals. While the people are filmed in black and white, this footage is interspersed with shots of beautifully-prepared food, which appears in vibrant color.
W&K worked with director Siri Bunford at Knucklehead, and with Monkey Kingdom, a casting agency that specializes in reality TV shows. All the people seen in the ad, video and print work are non-actors, and were filmed at their own homes dancing to their own choice of music. They are also a diverse range, including disabled people, older people, people of different ethnicities, children and even a dog. The crew used GoPro and iPhone cameras as well as more traditional filming equipment, to add an authentic, reality-TV style edge.
Sophie Bodoh, creative director at W&K, told Creativity: "Our starting point was Sainsbury's existing tagline -- live well for less. We wanted to imbue that with more meaning and shine a light on people who are already living well, rather than telling them what to do. So we first focused on that small moment where you're preparing food and you do a little dance in your kitchen."
As well as a TV commercial, the agency has created a music video and a song that will launch on Spotify as part of the campaign. "Food Dancing (Yum Yum Yum)" was written by U.K. artist MysDiggi, who has a link with the brand -- he had his first job at Sainsbury's and his mother also works there.
Scott Dungate, creative director at W&K, said the aim of the campaign is to give Sainsbury's a more consistent look and feel, and also a "cooler" edge. Both the TV and print work contrast black and white portraiture of people with vibrant food in color, and big, bold type in Sainsbury's traditional orange.
The campaign will also include social media activations, handled by digital agency Analogfolk, that will encourage people to share their own #food dancing.
Mark Given, director of brand communications at Sainsbury's, said in a statement: "The excitement and energy created by our #fooddancing film is the perfect antidote to how our customers tell us they feel in January. Why should one month of the year have less opportunity to live well than any other? Having fun in the kitchen is a big part of living well. Whether you are whipping up your signature dish or just having a cheese sandwich, making something to eat is a joy. So let's celebrate it.'