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By John Glenday, Reporter

May 26, 2021 | 3 min read

Sainsbury’s has selected the dulcet tones of comedian Stephen Fry to enunciate its ‘Helping Everyone Eat Better’ brand commitment, a direct response to UK government research showing just 27% of adults manage to eat five pieces of fruit and veg per day.

Backed by an extensive advertising campaign centered on a one-minute call to arms narrated by Fry, the brand repositioning has been spearheaded by Wieden + Kennedy London to prove that delicious food can be less harmful to the health of the planet if we all improve our diets.

Messaging will encourage families to be more adventurous in their cooking, mixing up new recipes and ingredients that include more healthy options such as a beetroot burger, strawberry pancakes and broccoli frittata. Sainsbury’s will also reformulate many of its recipes to prioritize plant-based alternatives and limit the use of salt and sugar.

Successor to the established ‘Live Well for Less’ strapline, the new mission statement works with the supermarket’s visual branding to issue a rallying cry to the public to spin their dinner in support of the environment.

Mark Given, Sainsbury’s chief marketing officer, said: “As a supermarket serving communities across the country, working with a global supply base, we recognize that we have a responsibility and a once-in-a-lifetime opportunity to help drive lasting change. With our new commitment, we want to help our customers make healthier and more sustainable food choices. From providing new, healthy recipes to offering incentives for eating more fruit and veg, we can’t wait to bring the nation on this journey with us.”

Darren Simpson, creative director at Wieden+Kennedy London, adds: “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. 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 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.”

Sainsbury’s has also committed to reaching net zero in its own operations by 2040, joining a growing list of firms such as WPP that are committed to eliminating excess carbon emissions.

The campaign will extend through print, social, out-of-home, digital, VOD and radio through to July 12.

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J Sainsbury plc, trading as Sainsbury's, is the second largest chain of supermarkets in the United Kingdom, with a 16.9% share of the supermarket sector in the United...

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