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Sainsbury’s “Feed Your Family for £50 a Week”

Client: Sainsbury's

Agency: AMV BBDO

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.

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. The supermarket chain 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, the ads demonstrate 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.

These emotionally engaging ‘observations’ were complimented with a separate strand of more rational creative.

In print Sainsbury's 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.

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