Sainsbury’s will be celebrating all the moments that make up the start of summer with an exclusive partnership with ITV to support its Get Summer Started campaign from 31st May – 17th July airing on ITV1, creating a series of moments that reflect the nation’s anticipation of summer.
Following insights into the customer mindset during the onset of summer, Sainsbury’s discovered that a series of small events or moments reflect the nation’s excitement around the days getting warmer – from an impromptu barbecue with friends to finding a sunny spot for lunch – and this is reflected in the campaign, developed by Omnicom Media Group’s PHD and Drum which is made up of 11 TV executions. With travel being such a key moment for the nation during this build up to summer, one of the executions will be dedicated to Sainsbury’s Bank.
The TV campaign, which includes content submitted by the public, launches at 21.15 on Sunday 31st May during an advert break for ITV’s Britain’s Got Talent Final, to an expected audience of 11 million viewers.
Ten further adverts, will continue to be influenced by content submitted by the public, who will be encouraged to share images and short videos depicting how they ‘Get Summer Started’ via Sainsbury’s and Sainsbury’s Bank Facebook and Twitter pages. This content will be combined with ITN’s footage of Britain’s summer events across the country.
ITV will show different adverts on different days, ensuring viewers are treated to a new execution as often as possible in the weeks leading up to the 17th July.
Annie Dawson, head of campaign management at Sainsbury’s said: “This is a great opportunity for us to establish the start of summer with our customers. Our research has helped us to understand the importance our customers place on planning the summer and ensure we offer a wide choice of products to help support them with these experiences”.
Allan Little, head of brand communications at Sainsbury’s Bank: “This is a really exciting collaboration for Sainsbury’s Bank. We are thrilled to be celebrating the start of the holiday period with our customers and providing them with a great range of travel products”.
Mike Florence, Head of Planning at PHD said “The ITV collaboration is a fantastic opportunity for Sainsbury’s to share the anticipation of summer with modern families by creating a campaign that is not only different but in-tune with the rhythms of their lives.”
Andy Spray, Managing partner at DRUM said “summer starts when the public start to get excited about it…an unexpected gap in the clouds; digging out the suitcase for the holiday…We want to capture those moments, share them and celebrate them”
Mark Trinder, Sales Director, ITV added “We are thrilled to be part of such a unique collaboration, partnering with both Sainsbury’s and Sainsbury’s Bank for the first time. The campaign is a great way to bring the excitement of those first summer moments to ITV viewers and Sainsbury’s customers alike.”