Sainsbury’s gets down and messy for summer

Much chatter in UK adland about how exactly Sainsbury’s will follow its ‘Food Dancing’ debut campaign from Wieden+Kennedy.

We’ve still got ‘Living Well,’ this time triggered by getting messy for summer.

Sainsbury’s says: “Messy hands celebrates the uninhibited pleasures of eating with our hands and embraces the mess that comes with really digging into delicious food, unafraid of judgement and oblivious to our surroundings – Messy Hands is Living Well.”

So it’s an existential choice then.

MAA creative scale (bearing in mind it’s just 20 seconds): 6.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.