Campaign of the month: Sainsbury’s
British supermarket giant debuts Christmas campaign focusing on the importance of family
Sainsbury’s has released a trio of Christmas ads celebrating the importance of family and food.
The television ads, which were debuted on staggered released on the 14, 16 and 19 November, feature three families connecting and reminiscing over Christmases past.
The first, ‘Gravy Song’, tells the story of a daughter phoning her father excitedly about the big day, before he launches into a song dedicated to his special gravy.
The second shows a mother and son reminiscing about the way their Dad used to carve the turkey, while the third features two cousins fondly remembering Boxing Day sandwiches at their grandmother’s house.
Each short ends in the tagline ‘Food is Home. Home is Christmas’, as the supermarket doubles down on the importance of spending time together as a family.
The campaign was created in partnership with London-based creative agency Wieden + Kennedy and will be supported by an additional nationwide print and out-of-home campaign.
Emma Bisley, Sainsbury’s head of broadcast marketing, said: “We know that this year has been different for everyone, so we wanted to take a different approach with our Christmas campaign by simply reminding people that Christmas dishes are gestures of love and care, served by up by those who matter most.”
Darren Simpson, Wieden + Kennedy creative director, added: “In a year when everything is a little bit all over the place, we were happy to create a campaign that reminds people about the power of food to transport you to good times.”