"Toughest Test" television commercial (possibly unused)

Television commercial (30 seconds) promoting Sainsbury’s own-brand food products and how their products have been improved following taste tests by members of the public around the country.

The tape label indicates this is ‘cut 1’ of the commercial and features the ‘original vignettes – water end’. It is also annotated ‘Not Aired’ – it is not clear whether this means just this specific version of the commercial was not broadcast, or whether the commercial was not broadcast at all.

The commercial shows a hall with people (representing members of the public) tasting various foods. A woman wearing a Sainsbury’s apron is running the taste test. Short clips are shown with a cow, a fisherman and a baker to represent improvements to products (more cream in the rice pudding, more prawns in the linguini, and real French flour in crusty French sticks). At the end a woman tasting a cake (the advert seems to imply she is a tough judge) expresses her approval.

The advert ends with the strapline “Sainsbury’s. You can taste the difference” (though the end graphic states “Sainsbury’s. Taste The Difference”). The logo and slogan is in the same style as the "Fresh Food, Fresh Ideas" commercials.

Advertising agency: Abbott Mead Vickers BBDO Ltd.