The campaign features an advert that follows the creation of a cake that embodies the supermarket’s values and heritage over the last 150 years.
Each tier represents contributions from Sainsbury’s colleagues, from the opening of the very first store on Drury Lane by Mary Ann and John James Sainsbury in 1869, to more recent initiatives like the retailer’s 20-year partnership with Comic Relief which has raised over £130 million.
With a combination of model making, 3D printing and traditional sugar craft techniques were combined to create the cake, which uses a zoetrope technique to give the illusion of an animated moving image.
The advert was created by Wieden+Kennedy London. Dan Norris and Ray Shaughnessy, creative directors at the agency said: "Making Sainsbury’s history come to life via the medium of a zoetrope cake was quite the challenge (massive understatement), but it truly is fitting of such a big birthday. Lucky we had Noah onboard, the team couldn’t be prouder of the work."
Laura Boothby, head of broadcast marketing at Sainsbury’s, said: "Community has been at the heart of our business since 1869 and we are delighted to bring to life the achievements and dedication of our colleagues in our 150th campaign. Sainsbury’s has always had a focus on contributing to the communities we serve and we’re proud that this is a legacy that still stands today."