Britain’s most famous Englishman, Stephen Fry, has loaned his voice to a new ad for grocery chain Sainsbury’s that spruiks the merits of a plant-based diet as being as good for the planet as it is for you.
The beautifully shot piece will have you mistaking some frozen veg for the Amazon Rainforest.
The work of Wieden & Kennedy London, the spot also unveils the grocer’s new slogan, “Helping everyone eat better”, that replaces the decades old “Live well for less”.
It’s based on two years of Sainsbury’s own research that found people wanted a healthier diet while doing good for the planet too.
The TVC will be supported by print, social, out of home, digital, video-on-demand and radio. Check it out below:
https://youtu.be/Uyq92Hj2KZQ
Darren Simpson, creative director, Wieden & Kennedy London, said: “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 own health and for the planet too.”
Mark Given, CMO at Sainsbury’s, commented: “At Sainsbury’s, we believe everyone should have access to food that is better for them and the planet. As a supermarket serving communities across the country, working with a global supply base, we recognise 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 and offering incentives for eating more fruit and veg, we can’t wait to bring the nation on this journey with us,” Given said.
