Just like Tesco's, Sainsbury's has departed from its traditional price/ product focused executions. But unlike Tesco's "Food Love Stories", which clearly has life after the initial execution, questions remain over the longevity of Sainsbury's #fooddancing campaign?
The ad is the first execution by newly appointed W&K London and shows food lovers dancing in their kitchen as they prepare dishes. It is set to a specially-created background track Food Dancing (Yum Yum Yum) by UK artist MysDiggi that will be released on Spotify.
Now, there are some things that I really like about the campaign. It's different for one. It's nice to see another retailer moving away from a traditional approach to advertising. Watching people dance around to a catchy number, certainly brings a smile to my face especially as I can relate! I have been known to shake what my mother gave me while cooking up a storm in the kitchen. W&K have clearly looked at our behaviours when we prepare a meal and picked out a very fun and engaging one to champion. I also like the fact that given the fun and shareability of such content their pleas for people to use the hashtag on social media probably won't fall on death ears.
That being said, their are a few things that I do take issue with. Firstly, who is MysDiggi? Now, I know the hope with the song is that ‘Yum Yum Yum" will be a viral hit. But the year's of "gangnam style" and "crazy frog" are behind us (thank god) and it takes a lot more than a catchy tune to go viral. You need the right influencers, distribution and often an artist that's known!
And what's with the "fake" authenticity? The film is deliberately shot in a low-fi, hand-held style, to give an authentic perspective, as though captured by the individual featured. But I can't help but think, why didn't you just get them to film themselves in the first place. The quality is already low so that issue with UGC is irrelevant in this case. For me, if you want to be authentic, you should be authentic. You try to fake it it defeats the point.
But my biggest question is how will this live for the next 6 months? The Sainsbury’s director of brand communications Mark Given says: “ #fooddancing...is a big part of living well" and at the end of the spot it even says "#FoodDancing is living well". So maybe this part of an overarching strategy to provide insight into what the strapline actually means. If that is the case, I can't what to see further articulations of the "Living Well" strapline.
Rating: TBD
Rating: TBD
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