Jamie Oliver launches new Sainsbury's ad

Marketing, 04 January 2001, 12:00AM

Sainsbury's this week launched a New Year's execution in its series of ads featuring chef Jamie Oliver. Following its Christmas spot, which showed Jamie and his wife Jules cooking Christmas dinner, the new ad, 'Fry-up', opens the morning after a wild party held at Jamie and Jules' flat and promotes Sainsbury's Be Good to Yourself range of low-fat products. Jamie suggests a greasy fry-up and Jules goes to the kitchen to cook one, but sneakily uses healthy ingredients from the Be Good to Yourself range. The ad was created by Abbott Mead Vickers BBDO, with media by New PHD.

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