Sainsbury's salad days

Mixing gloriously colourful tabletop photography, sense-fooling macro imagery and brilliantly cartoonish b&w munchers, Sainsbury's joyous ode to the pleasure of veggies is a bold and attention-grabbing new brand commitment.

Shot by Object & Animal's Filip Nilsson, the film sees Stephen Fry step up to the mic to deliver Helping Everyone Eat Better: a delicious rallying cry to the nation, inspiring them to grab their plates and make a difference.

“Sainsbury’s came to us with a new commitment that would reconnect them to the power and impact of food, and give them a clear direction for the future," comments Darren Simpson, Creative Director at Wieden+Kennedy London, the agency behind the campaign. "Helping everyone eat better, is a brand commitment to make a difference. The new ‘one plate at a time’ campaign aims to empower customers to make a positive change for their own health and for the planet too.

“Working with Sainsbury’s we’ve evolved the brand to have more of a point of view on their products, on the planet and on the health of their customers. Together we’ve got to a place where we’ve retained the strong visual brand but moved it into a place where the Sainsbury’s voice stands out across all channels. It feels good to be playing our part in helping our clients make a positive impact on customers' lives.”