"Grey Tape version 2" video

Video on “what is it that makes Sainsbury’s different” – it argues it is the food. Many clips are included showing food and people enjoying it. Some of these clips are brief extracts from past Sainsbury’s television commercials. Other clips seem to be from various sources such as TV cookery shows. Brief footage is also included showing store exteriors (including Ripley branch) and a member of staff helping at a customer service desk. Captions are included stating that “Food is…”. It ends with a slogan “Food is... Sainsbury’s” and a design for a Sainsbury’s logo (which was never used). See also LSA/8335.

The purpose of the video is not stated. It is in the style of an advertisement though is not an actual advert. Possibly it could have been used for a presentation by an advertising agency to test or demonstrate some ideas for a future marketing campaign, perhaps the ‘Making Life Taste Better’ campaign (which had a similar style and messages emphasizing food, like the ideas presented in this video).

A second video which appears to be an early rough version of this video is also included in the file.

Duration: 2 minutes 30 seconds. The background music is the theme to the television programme “Due South” by Jay Semko.