Jamie gets little helpers in Sainsbury's Christmas ad

by Joe Lepper , Brand Republic 07-Nov-07, 12:10

LONDON - Sainsbury's and Abbott Mead Vickers BBDO are sending Jamie Oliver off to visit the food elves in the retailer's Christmas advertising TV campaign.

The creative, which breaks tonight, starts with a thought bubble emerging from Oliver's head showing a giant, fantasy food workshop designed like Santa's toy factory.

The celebrity chef, who has been the face of the supermarket giant's advertising since 2000, is then seen walking around the workshop, which is staffed by an army of little helpers, as he offers tips on making Christmas food.

Quotes from Oliver during the ad include: "I love cranberries with turkey but they also make a great dessert, with Devon ice-cream and crushed amaretti biscuits".

Among products featured in the creative are Sainsbury's Taste the Difference branded vintage cava, which Oliver recommends to enhance pomegranate juice.