Sainsbury launches a brand new tagline that helps everybody eat higher

The new positioning was created by Wieden + Kennedy London and includes a lush new commercial with a voice-over by Stephen Fry.

With this work, Sainsbury wants to emphasize that what it offers is good for both people and the planet. The spot, staged by Filip Nilsson, offers eye-catching and colorful shots of healthy foods as well as black and white images with orange branding that we have come to know from the brand in recent years.

The focus of this new campaign is part of a series of steps Sainsbury has taken to become more sustainable. The brand is committed to net zero in its own operations by 2040 and is also committed to developing and delivering healthy and sustainable nutrition for all. She will report on her progress twice a year.

The retailer was also announced as the main supermarket partner at COP26, the United Nations' international climate change conference, taking place in Glasgow in November.

"In collaboration with Sainsbury & # 39; s we have further developed the brand to have a better view of its products, the planet and the health of its customers," says Darren Simpson, Creative Director at Wieden + Kennedy London. "Together we reached a place where we kept the strong visual brand but brought it to a place where the voice of Sainsbury stands out across all channels." It feels good to be doing our part to ensure that our customers have a positive impact on customers' lives. "

Agency: Wieden + Kennedy London
ECDs: Iain Tait, Tony Davidson
Creative Director: Darren Simpson
Older creatives: Freddy Taylor, Philippa Beaumont
Production company: Object & Animal
Director: Filip Nilsson