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Food Takes on an Unlikely Form in Sainsbury's Eat Better Platform

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Director Filip Nilsson, Wieden+Kennedy and Object & Animal encourage the UK to make small steps to bring big change in eating better

Food Takes on an Unlikely Form in Sainsbury's Eat Better Platform

Filip Nilsson takes the helm for Sainsbury’s latest campaign ‘Helping Everyone Eat Better: One Plate at a Time’.

This campaign launches Sainsbury’s new platform and brand line ‘Helping Everyone Eat Better’. The future-facing brand repositioning, created with Wieden+Kennedy London, reflects Sainsbury’s belief that delicious food, which is healthy, innovative and good for the planet should be accessible to everyone, and will see Sainsbury’s make it easier for people to improve their diets while helping to reduce their impact on the environment.

The new brand commitment, which replaces the longstanding ‘Live Well For Less’ motto, builds on the retailer’s strong visual branding and launches on May 26th with an epic 60’ TVC. Directed by Filip Nilsson and produced by Object & Animal, the film sees Stephen Fry step up to the mic to deliver a delicious rallying cry to the nation, inspiring them to grab their plates and make a difference.Helping Everyone Eat Better is a big ambition. But big doesn’t have to be daunting. We don’t have to find the silver bullet that will fix it all. Because the truth is, there isn’t one. Eating better comes in all different sizes. And real change comes about bit by bit, plate by plate.

This campaign aims to galvanise the nation into eating better, one plate at a time. Each step might seem small, but if we bring everyone along, the change will be massive. 

Mark Given, Chief Marketing Officer, Sainsbury’s said: ‘At Sainsbury’s, we believe everyone should have access to food that is better for them and the planet. As a supermarket serving communities across the country, working with a global supply base, we recognise that we have a responsibility and a once in a lifetime opportunity, to help drive lasting change. With our new commitment, we want to help our customers make healthier and more sustainable food choices. From providing new, healthy recipes and offering incentives for eating more fruit and veg, we can’t wait to bring the nation on this journey with us.’

Darren Simpson, Creative Director, Wieden+Kennedy London, said: “Sainsbury’s came to us with a new commitment that would reconnect them to the power and impact of food, and give them a clear direction for the future. Helping everyone eat better, is a brand commitment to make a difference. The new ‘one plate at a time’ campaign aims to empower customers to make a positive change for their own health and for the planet too.

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Client: Sainsbury’s

Chief Executive Officer: Simon Roberts

Chief Marketing Officer: Mark Given

Senior Campaign Manager: Emma Bisely

Campaign Manager: Hannah Taylor

Campaign Executive: Rebecca Kent


Creative Director: Darren Simpson

Senior Creatives: Freddy Taylor and Philippa Beaumont


Executive Creative Directors: Iain Tait and Tony Davidson

Group Account Director: Katherine Thomson

Account Director: Ollie Pym

Account Manager: Eldar Chen

Account Manager: Johno Fagan

Chief Strategy Officer: Dan Hill

Planning Director: Georgia Challis

Planner: Rory Foster

Comms Planning Director: Martin Bassot

TV Producer: Richard Adkins

Creative Producer: Rebecca Herbert

Project Director: Mark D’Abreo

Design Director: Karen Jane

Design Director: Ryan Teixeira

Lead Designer: Phil Rosieur

Designer: Jon Barnett

Studio: Zee Kerry & Dave Brodie

Business Affairs: Alex Coomer & Jo Woodford 


Production Company: Object & Animal

Director: Filip Nilsson 

Producer : Malachy Mcanenny

Production Manager: Michael Choudhury

Production Assistant: Portia Abatan 

Director of Photography: Stephen Keith-Roach 

Food Stylist: Tanya Sadourian

Production Designer: Lou Corcoran

Costume Stylist: Florence Jones

Editorial Company: WGT Artists + Mgmt

Editor: Andreas Arvidsson

Editor’s Agent: Sofia Misgena

Editorial Company: Tint Post

VFX Company: Untold Studios

VFX Executive Producer: Tomek Zietkiewicz

VFX Producer: Nathan Hoad

VFX Creative Director: Ben Cronin

VFX 2D Lead: Bruno Fukumothi

VFX Artists: Vanessa duQuesnay, David Ince, Marko Perendija, Nicolas Gresland, Jack Harris, Ash Tilley, Răzvan Teodor Cristea, Mathilde Dallamaggiore, Adam Leary, James Primhak

Colourist: Alex Gregory @ The Mill

Sound Company: 750mph

Sound Designer: Sam Ashwell, Marcin Pawlik, Jake Ashwell

Sound Producer: Martin Critchley

Music Company: Mr Pape 

Music Supervisor / Producer: Paul Brown



Photographer Agent: Bobby Doherty 

Food Photographer: John Haywood

Food Stylist: Claartje Lindhout 

Food Stylist Agent: Renda van der Burg @

People Photographer: Nadia Correia

Food Icon Photographer: Frankie Turner

Production Company: Wrack

Head of In-House Production: Ardith Birchall

Producer: Rowland Kimber


FILM LAB: Cinelab London



Genres: Dialogue

Categories: Retail and Restaurants , Supermarkets

Object & Animal, Wed, 26 May 2021 12:35:42 GMT