Official England Squad Medal Collection 1998 video

Video produced by The Continuity Company about the Official England Squad Medal Collection 1998.

The medal collection consisted of an album and 23 medals depicting the England football players which customers could collect when shopping at Sainsbury’s. The medal collection was a part of Sainsbury’s sponsorship of the England football team (“Official England Supermarket”) in the 1998 World Cup.

The video discusses the collection, publicity in newspapers, how it was promoted, and how it helped increase sales at Sainsbury’s stores. The audience and purpose of the video isn’t clear, it possibly might have been produced mainly to promote The Continuity Company's services (which created the medal collection promotion, according to 'Campaign' journal).

Clips of two television commercials promoting the medal collection are included. The first is a commercial for the Sunday Mirror which included a free medal. The second is a Sainsbury’s commercial ["Transfers"] featuring England player Paul Ince. It also features "Vox pop" interviews with customers and interviews with Steve Beale (Deputy Store Manager, Sainsbury’s Hemel Hempstead) and Steve Murphy (Senior Deputy Services Manager, Sainsbury’s Bracknell) about the success of the collection. Includes footage of: the medals; promotional displays (point of sale advertising) in store; Bagshot Road, Bracknell store exterior; and petrol station.

Duration: 7 minutes. Music “Three Lions ‘98” by Baddiel, Skinner and the Lightning Seeds is included.