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Sainsbury’s ‘140th Anniversary’ advert

Agency: AMV BBDO

Client: Sainsbury’s

Sainsbury’s supermarkets is asking consumers to join them in their 140th birthday celebrations with a new advert hammering home its heritage credentials.

Under the closing line, ‘Trying something new for 140 years’, it highlights some historic milestones starting with ‘1869. Made good food affordable to all, and ‘1914. First employed women’.

Skipping through the 1940s, 60s and 90s it brings us right up to date, with ‘2007. Making reusable bags sexy’ and ‘2009. All eggs from cage free British hens.’

There’s a danger with heritage adverts. Some can play so much on the past that the relevance of a brand today can be lost.

After all, it’s with the consumer spend of here and now that businesses survive. But that’s addressed here with the 2009 eggy update.

All in all, a cracking advert (groan).

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