They still might be selling sausages and the amount of plastic food packaging isn’t great but we're hoping this might help do some small bit of good.
After all, it's not often you get to change the end line of Britain’s oldest grocer, turn broccoli into a rainforest and work with Stephen Fry.
Our campaign 'One plate at a time' will be running for 5 years, with Sainsburys breaking down different plates in order to help Britain eat better.
Directed by Filip Nilsson
We also evolved their visual world into more of a 'food first' sphere. This will be the new approach for all future comms to grow from.
Shot by Bobby Doherty