News / Advertising

Wieden + Kennedy’s first Sainsbury’s advert brings new meaning to the “live well” message

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Wieden + Kennedy has revealed its first campaign for Sainsbury’s, an advert directed by Siri Bunford called Food Dancing. Evolving the “live well” message and representing a major change in style for the supermarket, the fun campaign uses footage of “real” people dancing in their kitchens to the catchy soundtrack of Food Dancing (Yum Yum Yum), a song commissioned by W+K and created by London artist MysDiggi.

Siri and production company Knucklehead worked together with the creative agency to create the music video and TV spots. Photographers David Sykes and Josh Cole shot the food and portraits for the posters. The campaign launches today.

“We didn’t want to tell people how to live well,” says creative director Sophie Bodoh. “We wanted to celebrate real people who are already living well in kitchens all over the country.”

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Wieden + Kennedy: Food Dancing for Sainsbury’s

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Wieden + Kennedy: Food Dancing for Sainsbury’s

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Wieden + Kennedy: Food Dancing for Sainsbury’s

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Wieden + Kennedy: Food Dancing for Sainsbury’s

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Wieden + Kennedy: Food Dancing for Sainsbury’s

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Wieden + Kennedy: Food Dancing for Sainsbury’s

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Wieden + Kennedy: Food Dancing for Sainsbury’s

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Wieden + Kennedy: Food Dancing for Sainsbury’s