Sainsbury’s inks deal with ITV for crowd-sourced summer campaign
Sainsbury’s has inked a deal with ITV that will see it run a TV campaign based on content submitted by the public.
The ‘Get Summer Started’ campaign was developed on the insight that small events or moments build excitement in summer, such as barbecues or eating lunch outside.
The 11 TV executions will run across ITV to highlight these moments and the role Sainsbury’s plays, with one of the executions also dedicated to Sainsbury’s Bank.
Ten further adverts will later air based on videos or images submitted by the public via Saisbury’s Twitter and Facebook pages. This content will be then be combined with ITN’s footage of Britain’s summer events across the country.
The first wave of the campaign will launch during the Britain’s Got Talent final on Sunday 31 May. The campaign will then run on ITV1 for six weeks until 17 July.
Annie Dawson, head of campaign management at Sainsbury’s said: “This is a great opportunity for us to establish the start of summer with our customers. Our research has helped us to understand the importance our customers place on planning the summer and ensure we offer a wide choice of products to help support them with these experiences”
The idea was developed by Omnicom Media Group’s PHD and content agency Drum.