Sainsbury's launches tongue-in-cheek Back to School campaign
The campaign includes primetime TV spots and a debut online video campaign featuring children putting the uniform to the test by break-dancing and pull testing buttons to reveal its quality and durability.
To support the campaign, Sainsbury’s has also created a dance-off video where a selection of pupils with a passion for dancing were chosen to put the clothing through its paces by showcasing their most impressive moves.
The video features internet sensation, B Girl Terra, a six year-old breakdancer from Wolverhampton who has already received over five million hits on YouTube and made guest appearances on primetime TV.
Created by AMV BBDO, the three new 20 second ads launch on Wednesday 7 August across primetime slots including, ITV1 during This Morning and later in the day, Coronation Street. It will also appear on Channel 5 during Big Brother. Sainsbury's said the opening day will reach an expected audience of 13.3 million.
The campaign will end with a primetime slot secured during the first episode on The X Factor 2013 on 31 August.
James Brown, director of Tu Clothing at Sainsbury’s said:"Our uniform is rigorously lab-tested so this year we wanted children to get involved, have some fun, and put the uniforms through their paces. We’re glad to say that after all the action – the uniforms definitely passed the test! Last year we saw Back to School sales increase 27% versus the previous year and we’re looking forward to another great year."
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