Sainsbury's launches health food range for children

Sainsbury's is backing the launch of a healthy children's food range called The Blue Parrot Cafe with a new advertisement in its Jamie Oliver ad campaign by Abbott Mead Vickers BBDO. The range features more than 150 food and drink products ranging from yoghurts and fresh pasta to sweets and jumbo fish fingers. The ad, breaking next week, features Oliver babysitting his friends' kids for a night. They say they want fish fingers for tea, and show him the fridge stocked with Blue Parrot products. He dismisses it as unhealthy, but changes his mind when he reads the information on the packets. The strapline is 'The stuff kids love with less of the stuff you don't.' Media planning and buying is by New PHD.