W&K Unveils First Work & Song for Sainsbury's

Reprising the crown from AMV BBDO was never going to be easy – considering they’ve enjoyed a 35-year relationship with Sainsbury’s – but Wieden & Kennedy today unveiled its first campaign for the supermarket after winning the account last year.

The new spot helmed by Siri Bunford tackles the January blues and aims to motivate all those on a health kick to revive the joy in cooking.

Not only has the agency created a spot – using black and white user generated content interspersed with animations and delicious recipe ideas – but it has also released the Food Dancing song. Because when you’re cooking and you’re hungry, we all manage to enjoy a secret boogie, right?

The lively spot captures the real moments that take place in the kitchen, with footage of cooking connoisseurs dancing around the room.

Written by UK artist MysDiggi, the song with its catchy ‘yum yum yum’ chorus is now available on Spotify.

Look out for the campaign’s continuation in print, where some of the spot’s stars will be profiled in OOH posters.

“Having fun in the kitchen is a big part of living well. Whether you are whipping up your signature dish or just having a cheese sandwich, making something to eat is a joy.” says Sainsbury’s director of brand communications, Mark Given. “So let's celebrate it.”

Sounds like Sainsbury's are confident that W&K is off to a strong start!