“Live Well for Less” was Sainsbury’s motto for ten years. Now, with a new brand commitment in the spotlight, the brand is unveiling a slogan: Wanting to make healthy and sustainable meals accessible to everyone, Sainsbury’s embarked on a journey of “Helping Everyone Eat Better.” Its effort to help both the people and the planet “One Plate at a Time” is supported by a campaign created with the help of Wieden+Kennedy London, featuring a one-minute-long TVC voiced by Stephen Fry.

The brand’s commitment, which is in line with the government’s Eatwell Guide, comes as only a quarter of Britons consume five pieces of fruit or vegetables a day, with many families relying on just six go-to recipes. With this campaign, Sainsbury’s hopes to inspire customers to make more sustainable choices and try recipes based on more fruit and vegetables over the summer.

Mark Given, Chief Marketing Officer, Sainsbury’s, said: “At Sainsbury’s, we believe everyone should have access to food that is better for them and the planet. As a supermarket serving communities across the country, working with a global supply base, we recognize that we have a responsibility and a once-in-a-lifetime opportunity, to help drive lasting change. With our new commitment, we want to help our customers make healthier and more sustainable food choices. From providing new, healthy recipes and offering incentives for eating more fruit and veg, we can’t wait to bring the nation on this journey with us.”

The retailer’s brand commitment is built on Sainsbury’s strong visual branding and features a video in which the English comedian addresses the nation, inviting them to eat like “the world depends on it. One plate at a time.” Directed by Filip Nilsson and produced by Object & Animal, the short film’s opening shots make the audience think that what lies before their eyes are a series of captivating images of the Earth taken from the sky. When “zooming out,” the public discovers that the shots are, in fact, images of healthy meals people are cooking, an excellent option that helps improve their health and contributes to reducing their impact on the environment.

Darren Simpson, Creative Director, Wieden+Kennedy London, explained: “Sainsbury’s came to us with a new commitment that would reconnect them to the power and impact of food, and give them a clear direction for the future. Helping everyone eat better, is a brand commitment to make a difference. The new ‘One Plate at a Time’ campaign aims to empower customers to make a positive change for their own health and for the planet too.”

“Working with Sainsbury’s we’ve evolved the brand to have more of a point of view on their products, on the planet, and on the health of their customers. Together we’ve got to a place where we’ve retained the strong visual brand but moved it into a place where Sainsbury’s voice stands out across all channels. It feels good to be playing our part in helping our clients make a positive impact on customers’ lives,” Simpson added.

The global food system is responsible for an estimated 20-30% of total greenhouse gas emissions with research showing that if the nation switches from the current UK average diet to one that is in line with the Eatwell Guide could help deliver reductions in greenhouse gases of around 30%.

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Click to enlarge

For more than 150 years, the retailer has been offering quality food at affordable prices. Its new commitment highlights how healthy food can be a delicious way to show people’s care for their health condition and the environment.

The brand has made a pledge to reach Net Zero by 2040 in its own operations, aiming to develop and deliver sustainable recipes for all. Moreover, Sainsbury’s has been announced as the Principal Supermarket Partner for the UN’s international climate change conference, COP26, taking place in Glasgow in November.

The film runs until 12th July and is supported across print, social, OOH, digital, VOD, and radio. Now that you know that more fruit and veggies a day help keep the doctor and environmental issues away, what do you have in mind for dinner?


Client: Sainsbury’s

Chief Executive Officer: Simon Roberts

Chief Marketing Officer: Mark Given

Senior Campaign Manager: Emma Bisely

Campaign Manager: Hannah Taylor

Campaign Executive: Rebecca Kent

Agency: Wieden+Kennedy London

Creative Director: Darren Simpson

Senior Creatives: Freddy Taylor and Philippa Beaumont

Executive Creative Directors: Iain Tait and Tony Davidson

Group Account Director: Katherine Thomson

Account Director: Ollie Pym

Account Manager: Eldar Chen

Account Manager: Johno Fagan

Chief Strategy Officer: Dan Hill

Planning Director: Georgia Challis

Planner: Rory Foster

Comms Planning Director: Martin Bassot

TV Producer: Richard Adkins

Creative Producer: Rebecca Herbert

Project Director: Mark D’Abreo

Design Director: Karen Jane

Design Director: Ryan Teixeira

Lead Designer: Phil Rosieur

Designer: Jon Barnett

Studio: Zee Kerry & Dave Brodie

Business Affairs: Alex Coomer & Jo Woodford


Production Company: Object & Animal

Director: Filip Nilsson

Executive Producer / Managing Director: Dom Thomas, Morgan Clement & Laura Hegarty

Production Company Producer: Malachy McAnenny

Production Manager: Michael Choudhury

Production Assistant: Portia Abatan

Director of Photography: Stephen Keith-Roach

Food Stylist: Tanya Sadourian

Production Designer: Lou Corcoran

Costume Stylist: Florence Jones

Editorial Company: WGT Artists + Mgmt

Editor: Andreas Arvidsson

Editor’s Agent: Sofia Misgena

Editorial Company: Tint Post

VFX Company: Untold Studios

VFX Executive Producer: Tomek Zietkiewicz

VFX Producer: Nathan Hoad

VFX Creative Director: Ben Cronin

VFX 2D Lead: Bruno Fukumothi

VFX Artists: Vanessa duQuesnay, David Ince, Marko Perendija, Nicolas Gresland, Jack Harris, Ash Tilley, Răzvan, Teodor Cristea, Mathilde Dallamaggiore, Adam Leary, James Primhak

Colourist: Alex Gregory @ The Mill

Sound Company: 750mph

Sound Designer: Sam Ashwell, Marcin Pawlik, Jake Ashwell

Sound Producer: Martin Critchley

Music Company: Mr Pape

Music Supervisor / Producer: Paul Brown


Food Photography

Photographer Agent: Mini Title

Food Photographer: Bobby Doherty

Food Photographers Agent Producer: John Haywood

Food Stylist: Claartje Lindhout

Food Stylist Agent: Renda van der Burg @ fotoformation.com


People / Food Icon Photography

People Photographer: Nadia Correia

Food Icon Photographer: Frankie Turner

Production Company: Wrack

Head of In-House Production: Ardith Birchall

Producer: Rowland Kimber


Post Production:

Retouching: Stanleys Post