‘Hey Sainsbury’s’ new summer campaign by NCA drops


NCA has launched its latest iteration of the ‘Hey Sainsbury’s’ campaign, helping the UK retailer serve up a great summer for everyone.

‘Hey Sainsbury’s’

The 30-second TV ad starring real-life Sainsbury’s colleagues, opens with the line “Hey Sainsburys, kids get all summer off. What do we get?”.

The colleagues then share suggestions from Sainsbury’s new summer range, showing that Sainsbury’s has something to help even adults enjoy the summer – whether it’s a Taste the Difference picnic in the park, an iced cream cookie sandwich on your way home from work or an impromptu epic BBQ night on a Wednesday.

The ad closes with Sainsbury’s brand VO Stephen Fry as he asks “Want to serve up a great summer for everyone? Ask Sainsbury’s. Sainsbury’s, good food for all of us.”

Ian Heartfield, Founder and Chief Creative Officer at New Commercial Arts, said: “We can’t get the summer off, but we can spread out the picnic rug, fire up the BBQ, and eat and drink al fresco. And that’s about as good as adult life gets.”

The TV ad will be supported by through the line executions across TV, online, instore, radio and outdoor, including motion sites at Waterloo, Euston and London Bridge stations, as well as two special build sites. Media planning and buying has been done by PHD and EssenceMediacom.

New Commercial Arts was appointed by Sainsbury’s in April 2023, and launched its new brand platform ‘Good Food for All of Us’ that aims to provide access to innovative and affordable, great tasting food for all customers.