To drive brand warmth and mental availability for Sainsbury’s by re-energising the brand with a fresh, distinctive take on food.
What we did
To celebrate and share this phenomenon, Wieden+Kennedy have created a song and music video that captures the spirit of food dancing. The song ‘Food Dancing (Yum Yum Yum)’ is available on Spotify, and was written by UK artist MysDiggi – who had his first job at Sainsbury’s and whose mum also works in store. The music video and TV spots were directed by Siri Bunford at Knucklehead, featuring real people dancing in their own kitchens, all across the UK – including a Sainsbury’s colleague, Richard Hetherson – a ‘body pop and locking’ baker!
- 85.6m social impressions
- 96% positive/neutral Twitter sentiment
- 16.8m GIF views
- 39m reached through TV
- Yum Yum Yum track reached no.1 in UK Spotify Viral Chart on 10/02/17
- Winner of a gold and three silvers at the FAB Awards