Sainsbury’s new campaign cuts the mustard for Saturday’s big match

Sainsbury’s has unveiled a new ad ahead of England’s World Cup match against France on Saturday. The ad, developed with Ogilvy UK, will appear on billboards and social platforms nationwide. Once again tapping into one of the key questions on the nation's mind this weekend.

Radha Davies, Sainsbury’s Director of Brand Comms and Creative “We all have our opinions on the football, but here at Sainsbury’s we prefer to let the food do the talking. And when we saw a chance to stoke up a little more rivalry, and spread a little more joy, we were keen as… well, you know.”

“The French invented mustard. The English invented football. But who does which better? It’s a rivalry as old as history. So will England pass mustard this weekend, or will it be Dijon-vu for France? Either way, don’t forget to bring the mustard home.” Johnny Watters and Angus George, Executive Creative Director, Ogilvy UK