We’re always creating and developing new recipes and Christmas is the perfect time to experiment with new twists on traditional flavours. “The festive feast is a quintessential Christmas moment for many and the perfect setting to celebrate what Sainsbury’s does best: delicious, quality, great value food. We also wanted the ad to provide some fun and light-hearted Christmas cheer and who better to do that than Alison Hammond. Sainsbury’s head of campaigns Laura Boothby says: “Food plays a central role in any celebration, and we wanted to bring to life the imagination and innovation that goes into creating our Taste the Difference Christmas range. Sign up to Grocery Gazette’s free daily newsletter here However, her dislike of Christmas pudding means it stays off the menu, until a young cook sets about creating his version of the classic pud all set to a medieval instrumental version of Wheatus’ ‘Teenage Dirtbag’.įor the latest grocery news directly into your inbox, Set in an imaginary medieval world, a countess, played by Alison Hammond, is in charge of choosing the food for a festive feast. The advert, which airs for the first time today (Friday 4 November), depicts a young chef’s quest to reimagine and breathe new life into one of the most divisive of festive foods – the traditional Christmas pudding. It gives us a lot of colleague pride internally and it's really important for our customers that we cut through and resonate.Sainsbury’s Christmas advert for 2022 – which stars Alison Hammond and is narrated by Stephen Fry – celebrates the innovation and creativity of Sainsbury’s Taste the Difference Christmas range. "Christmas is a really important time for a retailer and the Christmas ad is hugely important. It's growing in signficance every year as part of our spend."Īs the sector enters its most crucial trading period, Given added that the campaign was "hugely important" and had a "single-minded message" running through it. "So the reality is, it's about creating that big social media moment as well as on TV. Given revealed this Christmas would be the supermarket's most digital in terms of "percentage of budget, spend and the effort we put into the integration". He said that as expectations grew year on year, some brands were "using companies and techniques that are similar to the world of film - you can see that merging". In this ad, we want to give a real heartwarming feel about a community coming together." "The Christmas ad phenomenon seems to grow every year and it's about demonstrating you really understand the meaning of Christmas for customers. "I hope this Christmas love the ad like previous years," he said, adding he remained focused on the supermarket's campaign rather than competitors' efforts. Speaking to Marketing, director of planning and propositions Mark Given would not be drawn on whether Sainsbury's is aiming to emulate John Lewis but said instead the brand was focused on driving success and showing customers it understands the meaning of Christmas. In 2013 it developed 'Christmas in a day", featuring a montage of real people and in 2014 it went head to head with John Lewis for most popular ad of the year with its WW1 'Christmas Day truce' spot, which racked up more than 17m views on YouTube alone. Sainsbury's has been investing in making its Christmas ad campaigns increasingly epic. All proceeds from the merchandise will go to the charity. The campaign will champion literacy in a tie-up with Save the Children and the book will go on sale in all Sainsbury's supermarkets and convenience stores at £3, as well as a £10 Mog toy cat. This year is our most integrated, the 'Christmas is for sharing' theme is going to be in the advertising, point of sale, what you see in store
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