Created by Abbott Mead Vickers BBDO, the ads feature farmers who grow and supply food to the supermarket. One execution shows brand spokesman Jamie Oliver discussing recipe ideas for British produce.
The TV work will be supported by in-store activity based on the theme 'Best of British'. This will include point-of-sale banners, tip cards and shelf-cards illustrating the TV ideas and produce.
Sainsbury's decision to focus on British produce coincides with growing consumer concern about food miles; last week the Soil Association announced that it was considering excluding food flown into the UK from its organic accreditation scheme.
Waitrose was one of the first UK food retailers to base its marketing on ethical sourcing and supplier partners. Its first such ad featured a farmer herding a flock of sheep in Wiltshire to convey its efforts to source trustworthy, premium foods.
Comments
On the face of it this seems a sensible response to the premiumisation of supermarket food sales in the UK, but could back fire when it becomes apparent that Sainsbury’s dealings with farmers are not strategic in nature and still rely on paying the kind of prices for raw materials that do not make for a sustainable future for British farming. Equally, this approach does little to answer environmentalist’s criticism of supermarket food miles.
As a farming and vegetable growing packing business we have seen first hand that some supermarkets are playing PR lip service and spin on the issue of regionally produced food. We have written to all the multiple supermarkets. From many we dont even get a reply back, even those who are churning PR spin on what they are actually doing. Many still want you to supply, despite having all the necessary acreditation and food / quality standards of you selling to their mega packer supplier. However there are some that have made contact with us and seem genuine on their response to regionally produced (and packed!) food. The key is them not kidding the consumer, they still market "local" but not in the true sense as much produce stocked on the shelf may still have travelled hundreds of miles, ie truck leaves packing station one end of country, collects from a field where produce is harvested, trunked another 200 miles back to the packing station, then another 200 miles by fridge truck to the supermarket distribution centre. Total finished product food mile trip say 600 food miles. Consumers - try and look out for regionally GROWN AND PACKED produce, not just regionally grown. If you are a multiple supermarket we are 12 miles north of the Birmingham conurbation whose population is now near 4 million. We can offer a very low finished product food mile trip - get in contact richard@rrwbartlett.co.uk - any supermarkets on how we can help you make it work drop me a line.
Comments
Simon Ryan - 30/05/2007
On the face of it this seems a sensible response to the premiumisation of supermarket food sales in the UK, but could back fire when it becomes apparent that Sainsbury’s dealings with farmers are not strategic in nature and still rely on paying the kind of prices for raw materials that do not make for a sustainable future for British farming. Equally, this approach does little to answer environmentalist’s criticism of supermarket food miles.
richard wild - 11/06/2007
As a farming and vegetable growing packing business we have seen first hand that some supermarkets are playing PR lip service and spin on the issue of regionally produced food. We have written to all the multiple supermarkets. From many we dont even get a reply back, even those who are churning PR spin on what they are actually doing. Many still want you to supply, despite having all the necessary acreditation and food / quality standards of you selling to their mega packer supplier. However there are some that have made contact with us and seem genuine on their response to regionally produced (and packed!) food. The key is them not kidding the consumer, they still market "local" but not in the true sense as much produce stocked on the shelf may still have travelled hundreds of miles, ie truck leaves packing station one end of country, collects from a field where produce is harvested, trunked another 200 miles back to the packing station, then another 200 miles by fridge truck to the supermarket distribution centre. Total finished product food mile trip say 600 food miles. Consumers - try and look out for regionally GROWN AND PACKED produce, not just regionally grown. If you are a multiple supermarket we are 12 miles north of the Birmingham conurbation whose population is now near 4 million. We can offer a very low finished product food mile trip - get in contact richard@rrwbartlett.co.uk - any supermarkets on how we can help you make it work drop me a line.