W+K London Dances Around the Kitchen in First Work for Retail Giant Sainsbury’s

By Erik Oster 

W+K London won creative duties on Sainsbury’s back in August, with the supermarket chain switching agencies after nearly forty years with AMV BBDO. In November, AMV BBDO launched its farewell Christmas spot for the brand with “The Greatest Gift.”

Now, W+K London has debuted its first campaign for Sainsbury’s, “Food Dancing.” Unsurprisingly, the 60-second spot at the center of the campaign features people dancing around the kitchen while preparing meals, excited about what they’re whipping up thanks to Sainsbury’s, shot in black and white, except for the food itself, which stands out in full color. It’s set to an original song by U.K. musician and former Sainsbury’s employee MysDiggi utilizing a “Yum Yum Yum” refrain.

The spot ends with the line “#fooddancing is living well” followed by the brand’s “Live Well for Less” tagline.

“They had the endline which they’d been using for years, but had never really been imbued with a lot of meaning,” creative directors Scott Dungate and Sophie Bodoh told Creative Review. “So we set out to do just that. We liked the thought that you don’t need lots of money to live well, it’s the simple things in life, the stuff that make you feel good. Our first expression of this is ‘Food Dancing.’ That moment when you’ve got the radio on, you’re cooking up some tasty food and you’re having a little dance. It’s something that happens in the privacy of people’s homes all across Britain.”

In addition to the broadcast spot, the campaign includes a series of print ads featuring illustrations of “#fooddancing,” which also contrasts black and white portraits of people dancing with colorful food shots.

“We wanted to do something that looked and felt totally different to what else was going on in the category,” added Dungate and Bodoh. “Something with fresh energy. Treating the portraiture and the food as separate elements allows us much more freedom, it means we can be totally authentic with the portraiture, without compromising on the deliciousness of the food. Plus big bold orange type looks great on black and white.”
Agency: Wieden + Kennedy London
Creative directors: Scott Dungate, Sophie Bodoh
Creatives: Philippa Beaumont, Andrew Bevan, Freddy Taylor
Design director: Karen Jane
Designers: Stephanie McArdle, Tobias Bschorr
ECDs: Tony Davidson, Iain Tait
Production company: Knucklehead
Director: Siri Bunford
Editorial company: Final Cut
VFX: Time Based Arts
Food photographer: David Sykes
Portrait photographer: Josh Cole