Sainsbury’s: UK retail giant Sainsbury’s has been running a joint TV and online campaign around ‘food dancing’, with an infuriatingly catchy jingle. 23 of the 163 videos Sainsbury’s uploaded across the 4 big social video networks in February related directly to the campaign, including 6 of the 16 videos uploaded to Instagram.
The campaign was filmed in real kitchens right across the UK, showcasing the fun people have preparing their breakfast, lunch, and dinner. The food retailer is no stranger to online video as a way of promoting the brand and the products it carries, but it also knows the value of user-generated content, so this particular campaign is a perfect hybrid of brand/UGC. Sainsbury’s, and its advertising partner Wieden + Kennedy, worked with UK hip hop musician MysDiggi on the crazily-catchy track – you won’t be able to get it out of your head, believe me.