Sainsbury's has teamed up with Snapchat to launch the first ad in the U.K. shot on Snapchat Spectacles.
The 10-second video, part of the supermarket chain's "Living Well" campaign, was created by Gravity Road. According to the agency, it aims to "capture the comforting feeling of huddling around a hot pot of food and going straight in for a taste from the saucepan, before it's even served."
The immersive video content is shot in a 115-degree circular format from a first-person point of view, allowing Snapchat users to rotate the phone and see more action. They can also swipe up to access autumnal recipes from Sainsbury's.
Gravity Road founding partner, Mark Eaves, says in a statement: "Our teams are running fast to explore what can be done on the platform. There's something visceral about Spectacles video, which works perfectly with the experience of food -- a first person experience of "Living Well."
The Sainsbury's video is going live simultaneously with a similar campaign shot on Spectacles from Burger King in the U.S.