Sainsbury's: Feed your familly for £50 a week

Sainsbury’s via AMV BBDO,London launches “Feed Your Family for £50 a Week”

As consumers continue to feel the pinch, Sainsbury’s is causing a positive stir by launching its ‘Feed Your Family for £50 a week’ challenge - enabling a family of four to enjoy three meals a day, for an average of 60p per meal per person.
The initiative continues previous good work in establishing Sainsbury’s low-cost credentials.
There is a human insight that children get through a lot of food. They eat lots, cook too much, and generally empty the cupboards at high speed. We wanted to celebrate this, and demonstrate how ‘Feed Your Family for £50’ is the solution to this problem. Using several different children, and observing them in their natural environment, we got to the heart of the different ways children consume food. Sometimes they play tea parties with their dollies, sometimes they have a slumber party with their friends, and sometimes they just get more over their face than in their mouth. Whatever they do with it, they get through a lot of it.
The use of natural light, and removal of all scripts, ensured all communications (be it TV or print) felt positive and real. These emotionally engaging ‘observations’ were complimented with a separate strand of more rational creative. In print we delivered evidence of just how much food you could get for £50. 21 breakfasts, 21 lunches, and 21 dinners, all confidently laid out in a double page spread. Proof that you really can feed a family of four, for a week, for just £50.
Combined, the various executions help launch a confident and positive value initiative for Sainsbury’s.