Sainsbury’s launches Basics TV ad with Jamie Oliver

Mon, 4 Jan 2010 | By Rosie Baker

Sainsbury’s is launching a television campaign for its Basics food range starring Jamie Oliver today (4 January).

The TV spot shows Jamie preparing a beef stew using Sainsbury’s Basics diced beef for a crowd of onlookers.

The ad is the latest in the Sainsbury’s Basics campaign, and the second to feature Jamie Oliver. It aims to encourage viewers to cook from scratch during the cold winter months.

It was created by AMV. BBDO. and directed by The Full Monty director Peter Cattaneo who also directed Sainsbury’s Christmas advert.

Sainsbury’s basics fresh beef comes from British or Irish farms.

In the run up to Christmas, Sainsbury’s launched a TV and press campaign urging Nectar card holders to use up their loyalty points and help save themselves money over the festive period, as well as a traditional seasonal ad featuring Jamie Oliver.