"The grocer is the first UK brand to use the glasses to film an ad which will appear in Snapchat's walls. The spot was shot in a 115-degree circular format to give a first person viewpoint, and was designed to capture the comforting feeling of huddling road a hot pot of food and diving straight into the saucepan for a taste."
"The agency is hoping that Snapchat's 10 million-strong, primarily young, audience will help move supermarket marketing move beyond the cliché that its only women with families who shop. "There's a whole new generation of people who are walking through the doors of Sainsbury's every day and we feel like it's our duty to not only represent them in advertising, but also to do it in ways that they recognise for themselves, with new creative means and the new languages of mobile," Eaves told The Drum."
Sainsbury's became the first UK brand to use Spectacles to film an ad for Snapchat walls, using a 115-degree circular format to produce a first-person viewpoint. The creative aimed to evoke the comforting feeling of huddling round a hot pot and tasting directly from the saucepan. The spot forms part of the Live Well strategy developed by Weiden + Kennedy after they won the account. Gravity Road collaborated with W+K on the Spectacles iteration to target a younger audience and broaden shopper perceptions. The Snapchat ad allows viewers to rotate for different perspectives and swipe up for autumn recipes.
Read at The Drum
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