Magazine article Marketing

Adwatch: Sainsbury's - 'Butcher's Choice Sausages'

Magazine article Marketing

Adwatch: Sainsbury's - 'Butcher's Choice Sausages'

Article excerpt

In this ad by Abbott Mead Vickers BBDO, Jamie Oliver gets in his old banger and sets off on his travels on behalf of Sainsbury's, checking the ingredients of its Butcher's Choice sausages.

We are told that these bangers are 100% British pig: shoulders, neck and belly - and no knobbly bits. We end up in a garden seeing Jamie and his friends tucking into a barbecue, where he tells us 'Butcher's Choice sausages are the best around for their price'.

I'm a huge fan of Jamie and this ad is one of the best for me. He is much, much better fun when he is used naturally. Some of his previous performances have been a little suspect, especially when they try to get him acting. I refer to the skateboarding ad with the broken arm - his inspiration must have been the tree he hit. But let him loose presenting in his own way and you are on to a winner.

Sainsbury's has a long history of personality advertising. I really loved the TV ads it launched in the late-80s, with people like Selina Scott and Denis Healey giving us recipes and telling us 'Sainsbury's is everyone's favourite ingredient'. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.