Sainsbury’s has unveiled a dramatic new creative direction with the launch of its “food dancing” ad.

The ad, which marks the first execution by newly appointed ad agency Wieden & Kennedy London, shows real-life food lovers dancing in their kitchens as they prepare dishes.

In a bid to create an authentic feel, the ad was filmed using GoPro and iPhone cameras as well as more traditional filming equipment.

The ad will appear on TV but the background track - Food Dancing (Yum Yum Yum) by UK artist MysDiggi - will be available to download on Spotify and also has its own music video.

The campaign will also attempt to gain social media engagement by encouraging customers to post their own videos on Twitter using the hashtag #fooddancing.

Mark Given, director of marketing, planning and propositions at Sainsbury’s, said: “The excitement and energy created by our #fooddancing film is the perfect antidote to how our customers tell us they feel in January. Why should one month of the year have less opportunity to live well than any other? Having fun in the kitchen is a big part of living well. Whether you are whipping up your signature dish or just having a cheese sandwich, making something to eat is a joy. So let’s celebrate it.”

Yesterday it emerged that Sainsbury’s marketing director of five years, Sarah Warby, had decided to leave the company. Warby will not be directly replaced but Given will now effectively take the helm of the marketing team following a restructure.

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