Sainsbury’s wanted to build awareness for their Nourish the Nation charity campaign in response to the cost of living crisis. We developed some recipe-led executions featuring ingredients from the Inspired to Cook range, where 50p of each purchase went towards Nourish the Nation. Using relevant talent, we aimed to inspire people to cook with the recipes, as well as demonstrating the greater purpose of supporting the campaign.

I wanted the art direction to be encouraging and inviting, as well as conveying the ease of the recipes. Therefore the photography was shot in a candid and unposed way, capturing the talent genuinely enjoying being in the kitchen, giving the viewer the feeling of being right there with them.