A new Sainsbury’s television advert starring celebrity chef Jamie Oliver will be launched tonight.
The Comic Relief-themed marketing campaign was filmed in the grocer’s Sydenham store in south London and shows staff and customers getting into the fundraising spirit.
Lasting for 30 seconds, the ad was created by AMV BBDO and directed by Sam Cadman, who has previously worked on TV marketing campaigns for furniture retailer Ikea and fast food restaurant group McDonalds.
TV viewers will be able to watch the advert for the first time during the Emmerdale commercial break on ITV1 this evening.
Every two years retailers play their part in raising money for Comic Relief, and many companies will be contributing to the fundraising push in 2011.
This year fashion retailer TK Maxx has launched a range of charity T-shirts in collaboration with famous designer Vivienne Westwood, while Waitrose is participating in Comic Relief’s Wine Relief initiative.
As well as launching today’s ad, Sainsbury’s this week revealed that TV personality and style guru Gok Wan will create a number of womenswear collections for the supermarket later this year.
With Kantar Worldpanel data showing that Sainsbury’s sales are growing quicker than any of its major grocery rivals, the move to recruit Wan shows the company is also dedicated to developing its fashion offering in the months ahead.
The first range of clothing is due to hit the shelves this autumn, kickstarting an ambitious growth plan for this part of the business.
Luke Jensen, Sainsbury’s Non-Food Managing Director, said: “Over the next few years we will continue to dedicate more space to clothing, with new store openings and the development of existing sites.
“As we continue to grow and expand our ranges, we’re delighted to bring Gok’s unique talent, as a democratiser of style and fashion, to our millions of customers.”