Howdy foodies: Bloggers and grandmother front Sainsbury's advert

Move over, celebrity chefs. Sainsbury's has called up three little-known bloggers and a grandma to front its latest campaign. Gillian Orr on a new recipe for advertising

We're used to seeing the biggest names in food on the small screen peddling anything from tagliatelle to lemon curd desserts for the major supermarkets. Whether it's a Michelin-starred chef, a family-friendly personality or a much-respected cookery writer, Waitrose, Tesco et al will spend big to secure the right person.

But Sainsbury's has decided to opt for something a little different for its latest ad. For the forthcoming Make Your Roast Go Further print and television campaign, which will run in the new year, the supermarket has hired four little-known faces. All are certainly accomplished, but they're a giant leap away from the star power of the likes of Jamie Oliver, who was the face of the store from 2000 until 2011.

Three out of four of the new hires are food bloggers, which shows just how far they have come. Once upon a time, food bloggers were (often unfairly) viewed as untrained blaggers, demanding free meals, while snapping away at their food in restaurants. But all that has changed. Bloggers now enjoy a lot more authority and, often, masses of readers. In fact, the food-blogger-turned-author is far from a rarity – from Kerstin Rodgers (aka Ms Marmite Lover) and her lavishly laid-out tome Supper Club, to the boys behind Sortedfood.com and a series of student cookbooks, those who made their names online are often the first in the queue to see their work published the old-fashioned way. Less alienating than fully-trained chefs, the new guard is being embraced by the masses.

"In the current economic environment we're all less interested in the ideas of celebrity chefs," said Sarah Warby, Sainsbury's marketing director. "We're looking more for help and inspiration from people we can really relate to, and practical, achievable ideas for food our children will actually eat."

The most well-known name on the list is 25-year-old Jack Monroe. The single mother from Southend-on-Sea started a blog, A Girl Called Jack, that followed her attempts to cook for herself and her son while on benefits with a weekly food budget of £10 a week. She has since written for The Guardian, signed a book deal with Penguin (out in February), and continues to campaign about food poverty.

Nick Coffer is a stay-at-home father of two from Watford. The popularity of his video blog, My Daddy Cooks, has allowed the 40-year-old to release two cookery books and secure a food radio show on BBC Three Counties called Weekend Kitchen. Having started the blog in 2009 after losing his business, a hobby has turned into a whole new career.

Joining them, and taking on lamb-roasting responsibilities, is Rejina Sabur-Cross. The married mother-of-one's debut book shares the name with her blog, Gastrogeek. The tagline for both being "What to cook when you're in a hurry, hungry or hard up". A British-Bengali, Sabur-Cross boasts a food and drink journalism qualification and tends to give foods an Asian influence.

The final new face is Pam Clarkson, a 73-year-old great-grandmother from Leeds. While she has no online presence, Clarkson is no less qualified. Last year, after securing donations from local businesses, she used to the money to cook for more than 130 vulnerable people on Christmas Day, including the elderly, widowed and disabled (she plans to spend this 25 December the same way).

"Jack, Rejina, Pam and Nick are four genuine 'food lovers', with families of their own, who are making the most of their food to manage tight budgets," said Warby. "All are 'local heroes' who've built up their influence from the grassroots within their own communities, so it's great to give them a broader platform to share their approaches."

Naturally, the new faces will be costing Sainsbury's a lot less than a top chef. So not only are we being encouraged to manage our budgets, but the supermarkets are joining in, too. Watch your back, Heston.

Life and Style
ebookNow available in paperback
ebooks
ebookA delicious collection of 50 meaty main courses
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
SPONSORED FEATURES
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Food & Drink

    Ashdown Group: Print Designer - High Wycombe - Permanent £28K

    £25000 - £28000 per annum + 24 days holiday, bonus, etc.: Ashdown Group: Print...

    Recruitment Genius: Business Travel Consultant

    £20000 - £26000 per annum: Recruitment Genius: With offices in London, Manches...

    Recruitment Genius: Customer and Brand Manager

    £30000 per annum: Recruitment Genius: Customer and Brand Manager required for ...

    Ashdown Group: Systems Administrator

    £25000 - £35000 per annum + benefits: Ashdown Group: Systems Administrator A...

    Day In a Page

    Refugee crisis: David Cameron lowered the flag for the dead king of Saudi Arabia - will he do the same honour for little Aylan Kurdi?

    Cameron lowered the flag for the dead king of Saudi Arabia...

    But will he do the same honour for little Aylan Kurdi, asks Robert Fisk
    Our leaders lack courage in this refugee crisis. We are shamed by our European neighbours

    Our leaders lack courage in this refugee crisis. We are shamed by our European neighbours

    Humanity must be at the heart of politics, says Jeremy Corbyn
    Joe Biden's 'tease tour': Could the US Vice-President be testing the water for a presidential run?

    Joe Biden's 'tease tour'

    Could the US Vice-President be testing the water for a presidential run?
    Britain's 24-hour culture: With the 'leisured society' a distant dream we're working longer and less regular hours than ever

    Britain's 24-hour culture

    With the 'leisured society' a distant dream we're working longer and less regular hours than ever
    Diplomacy board game: Treachery is the way to win - which makes it just like the real thing

    The addictive nature of Diplomacy

    Bullying, betrayal, aggression – it may be just a board game, but the family that plays Diplomacy may never look at each other in the same way again
    Lady Chatterley's Lover: Racy underwear for fans of DH Lawrence's equally racy tome

    Fashion: Ooh, Lady Chatterley!

    Take inspiration from DH Lawrence's racy tome with equally racy underwear
    8 best children's clocks

    Tick-tock: 8 best children's clocks

    Whether you’re teaching them to tell the time or putting the finishing touches to a nursery, there’s a ticker for that
    Charlie Austin: Queens Park Rangers striker says ‘If the move is not right, I’m not going’

    Charlie Austin: ‘If the move is not right, I’m not going’

    After hitting 18 goals in the Premier League last season, the QPR striker was the great non-deal of transfer deadline day. But he says he'd preferred another shot at promotion
    Isis profits from destruction of antiquities by selling relics to dealers - and then blowing up the buildings they come from to conceal the evidence of looting

    How Isis profits from destruction of antiquities

    Robert Fisk on the terrorist group's manipulation of the market to increase the price of artefacts
    Labour leadership: Andy Burnham urges Jeremy Corbyn voters to think again in last-minute plea

    'If we lose touch we’ll end up with two decades of the Tories'

    In an exclusive interview, Andy Burnham urges Jeremy Corbyn voters to think again in last-minute plea
    Tunisia fears its Arab Spring could be reversed as the new regime becomes as intolerant of dissent as its predecessor

    The Arab Spring reversed

    Tunisian protesters fear that a new law will whitewash corrupt businessmen and officials, but they are finding that the new regime is becoming as intolerant of dissent as its predecessor
    King Arthur: Legendary figure was real and lived most of his life in Strathclyde, academic claims

    Academic claims King Arthur was real - and reveals where he lived

    Dr Andrew Breeze says the legendary figure did exist – but was a general, not a king
    Who is Oliver Bonas and how has he captured middle-class hearts?

    Who is Oliver Bonas?

    It's the first high-street store to pay its staff the living wage, and it saw out the recession in style
    Earth has 'lost more than half its trees' since humans first started cutting them down

    Axe-wielding Man fells half the world’s trees – leaving us just 422 each

    However, the number of trees may be eight times higher than previously thought
    60 years of Scalextric: Model cars are now stuffed with as much tech as real ones

    60 years of Scalextric

    Model cars are now stuffed with as much tech as real ones