Does it BBQ?

We wanted to experiment with using the maximum paid stories allowed on Instagram, so came up with this summer idea for Sainsbury’s. It’s very simple - we shot various foods being barbecued, and asked the audience to guess whether or not they thought it would work.

We strategically placed simple, enticing questions and a countdown graphic in the first story, to grab and maintain viewer attention. In the second story, we revealed the answer with corresponding footage and in the third we showed serving suggestions, ensuring we were providing the user with something to take away.

We pushed each collection of stories out as sponsored posts and grouped them organically as a highlight on the Sainsbury’s Instagram profile, so that users could swipe up to play again when they were served the content.

Creative Helena Hamilton

DOP & Editor Luke Robson

Additional Editor Charles Diable

Producer James Pinnington

Creative Director Peggy Nuttall