The supermarket has dropped its iconic “Live Well for Less” tagline for a new slogan that promotes healthy eating.
Stephen Fry does the voiceover for the new commercial directed by Filip Nilsson which juxtaposes colourful healthy foods against a black and white background.
Arguably the most ‘woke’ supermarket on the scene, Sainsbury’s has made a series of moves towards becoming more sustainable and inclusive such as speaking out against racist comments received about their Christmas 2020 ad on Twitter. The brand has made a commitment to reach net zero by 2040 in its own operations. The brand is due to speak on its progress twice this year.
This new brand angle has been created by Wieden + Kennedy London. Its creative director Darren Simpson says “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. 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.”