Brand Strategy Out-of-home Sainsbury's

Sainsbury’s pits French mustard against English in tactical World Cup ad


By Jennifer Faull, Deputy Editor

December 9, 2022 | 2 min read

Supermarket’s out-of-home ad revealed ahead of the teams going head-to-head at World Cup.


Sainsbury's reveals well-timed OOH ad

In one of the most anticipated matches of the World Cup to date, England will take on France to decide who progresses semi-finals. And British retail chain Sainsbury’s has marked the moment with a tactical out-of-home ad, pitting French mustard against English.

The ad will appear on billboards and social platforms nationwide.

Radha Davies, Sainsbury’s director of brand comms and creative, said: “We all have our opinions on the football, but here at Sainsbury’s we prefer to let the food do the talking. And when we saw a chance to stoke up a little more rivalry and spread a little more joy, we were keen as… well, you know.”

The ad was created by Ogilvy UK, with executive creative directors Johnny Watters and Angus George saying in a joint statement: “The French invented mustard. The English invented football. But who does which better? It’s a rivalry as old as history. So will England pass mustard this weekend, or will it be Dijon-vu for France? Either way, don’t forget to bring the mustard home.”

The Drum will delve into the best out-of-home activations as part of our OOH Deep Dive, running December 12-16.

Brand Strategy Out-of-home Sainsbury's

More from Brand Strategy

View all


Industry insights

View all
Add your own content +