Sainsbury's Supermarkets: "ORIENTAL" TV Commercial by Abbott Mead Vickers.bbdo, London

To showcase the new Oriental Range at Sainsbury's in an innovative way using Jamie Oliver.
Context

Advertise Sainbury's new Oriental range of food - the widest range of any supermarket.
Philosophy/Solution

A Recipe for Success

Since 2000, TV advertising has helped turnaround Sainsbury’s business fortunes delivering £1.12 billion in incremental revenue and a ROI of £27.25 for every advertising pound spent. In reinvigorating the brand mission of ‘Pioneering better quality everyday food’, it has given customers new food ideas that have encouraged them to shop, cook and eat differently. This has helped halt defection and enticed loyalists to spend more at Sainsbury’s, ultimately helping to improve shareholder value – potentially to the tune of £1.76 billion.
To show Jamie Oliver literally "go Oriental" with inspiration from the new range. To see him cook up an Oriental treat with the new ingredients available.
Title "Oriental"
Agency Abbott Mead Vickers BBDO
City London
Production Company: HLA
Advertiser J. Sainsbury
Brand Name J Sainsbury
Product Name New Oriental Range of Food
Business Sector Department Stores, Supermarkets
Date of First Publication 2/2002
Market United Kingdom
Country of Production United Kingdom
Language English
Type Television
Tagline Making Life Taste Better
Executive Creative Director Peter Souter
Art Director Paul Young
Copywriter Cam Mitchell
Director JJ Keith
Production Company Producer Ohna Falby
Account Director Judith Frame
Strategic Planner Rebecca Moody
Agency Producer Simon Monhemius
Actor / Celebrity Jamie Oliver
Advertising Manager Sara Weller