Page 78 - The EDIT | Q1 2017

78
Ideas
A taste of fame for food
Campaign Title // A taste of fame for food Campaign Duration // 14.11.2016–23.12.2016
United Kingdom Brand // Sainsbury’s
Client // Sainsbury’s
transformed into stop motion
In the past, Sainsbury’s have
had no problem securing fame for their Christmas Brand ad,
but never before have they or
any of their agencies (including their creative agency) been
able to crack how to make
their Christmas food famous.
As a supermarket, their priority
is transactions, especially at Christmas, so this year we needed to turn brand warmth into purchase intent and as a result PHD made winning fame for
both Brand and Food our priority, delivering our first ever ‘double blockbuster’.
We needed a completely new approach to stand out amongst the clutter that went beyond purely showcasing Sainsbury’s food. What if we could harness people’s reactions to our delicious Christmas food range to create
a similar reaction amongst our shoppers. It is part of British culture for the nation to gather
around the TV, watch their favourite shows and talk about them. There is one very unique show called Gogglebox that observes everyday British families doing just that, watching shows, reacting and commenting, all packaged up in a in a really authentic and engaging format. The show has captured the hearts of the nation and its popularity is reflected in the viewing numbers, reaching over 4m per show.
Our idea was to partner with this heart-warming TV show where we created a special ad break takeover where the much loved Gogglebox families were
versions of themselves as if they were in the world of Sainsbury’s 2016 Christmas advertising. Working closely with the show’s producers, we showed them reacting to our Christmas food ad in a format that genuinely felt like it was part of the show, blurring the lines between commercial and editorial. Weaving in the
look and feel of the brand assets and staying true to the editorial integrity of the show, we were able to deliver a truly unique blockbuster moment of fame for Sainsbury’s food!
Role of comms: REINFORCING
THE EDIT ISSUE 05 | Q1 2017