Sainsbury’s new advert focuses on fun in the kitchen

Sainsbury’s hopes to inject fresh energy into kitchens this month by encouraging Brits to celebrate ‘the uncomplicated joy that cooking and eating brings’ through its new advertising campaign.

The supermarket chain said its promotion entitled ‘Food Dancing’ aims to shine a light on ‘a secret but ubiquitous kitchen behaviour that represents the simple joy that can come with food. It’s that personal moment when you’re in the rhythm of cooking and dancing along to your favourite tune with no inhibitions’.

In a social media first launch, the 60-second ad was revealed to the nation last Wednesday (January 18) on Sainsbury’s Facebook and Twitter. A full-length film launched on the YouTube channel. 

The upbeat ad features an original track called ‘Food Dancing (Yum Yum Yum)’ by UK artist MysDiggi – whose first job was at Sainsbury’s and whose mum has worked for the retailer for 29 years.

Available on Spotify, the song captures the spirit of ‘food dancing’ with an energetic tempo. The music video and TV spots feature real people from across the UK dancing in their own kitchens, from disco dancing with ravioli to moshing with butternut squash and having a boogie with broccoli.

Mark Given, director of brand communications at Sainsbury’s said: “The excitement and energy created by our #fooddancing music film is the perfect antidote to how our customers tell us they feel in January.

“Whether you are whipping up your signature dish or just having a cheese sandwich, making something to eat is a joy. So let’s celebrate it.”

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