Sainsbury's Declares it's "Squeaky Bun Time" with Tactical World Cup OOH

Jul. 16, 2026

Sainsbury’s has today unveiled a tactical OOH activation capturing the nail-biting anticipation ahead of England's high-stakes World Cup match against Argentina.

Created by New Commercial Arts, the OOH features a deliciously glazed bun placed seamlessly within the phrase “Squeaky [bun] time”; with the now famous “squeaky bum time” first coined the former Manchester United manager Sir Alex Ferguson during the final stages of the 2003 Premiership football league. The billboard is finished with a rallying cry of “Come on England!” alongside Sainsbury’s promise of “Good food for all of us.”

From today, the billboards will run across large-format OOH sites as the Three Lions play for their place in the final. It is the latest in a series of tactical activations from the supermarket championing and celebrating the England team’s World Cup run this summer.” 

Dan Bailey and Brad Woolf, Creative Directors, c said:

“As Liverpool and Crewe Alex fans it pains us to quote Sir Alex Ferguson, but when it comes to football he knows what he’s talking about. It’s the pointy end of the tournament but with Harry, Jude and Big Dan Burn we’ve got more than enough. Come on England!”