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British supermarket chain Sainsbury’s retired its “Live Well for Less” brand positioning to replace it with a slogan focused on healthy and sustainable living: “Helping Everyone Eat Better.”
To promote the new line, a 60-second TV ad campaign from Wieden + Kennedy and narrated by author, presenter and actor Stephen Fry will run beginning May 26. It features initial shots that evoke an imagery of nature; but only then, after panning back, are the shots revealed to be, in fact, what different people are cooking as healthy meals.
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