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Family Food Memories Take Centre Stage for Sainsbury's Three Part Christmas Campaign

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Three films from Wieden+Kennedy and Pulse use home style footage to tell family stories while evoking memories of Christmas food

Family Food Memories Take Centre Stage for Sainsbury's Three Part Christmas Campaign

Sainsbury’s has revealed the first in a collection of Christmas adverts, which will premiere on Saturday 14th November during The Voice and air online from 7am.

In a year when Christmas feels more uncertain yet more needed than ever, the collection of nostalgic adverts aims to celebrate culinary memories with loved ones and transport viewers through time by centring around three personal stories of modern British families and their connection to Christmas food.

The stories are brought to life through a combination of home-video-style footage and phone conversations between family members in the present day, as the nation continues to connect with each other from wherever they are.

The first of three films, ‘Gravy Song’, tells how a father and daughter’s excitement for Christmas gets them talking about Dad’s gravy and his ‘famous’ gravy song. The song brings back memories of years gone by, as the daughter tries to cope with the embarrassment of her Dad’s singing, whilst admitting her love for the gravy (and the song, really).   

Airing on Monday 16th November, ‘Perfect Portions’, will show a mother and son sharing happy memories of Christmases past and reminiscing about the way their Dad used to carve the turkey years ago. Mum is putting her own twist on his tradition to do his memory justice: bringing a secret weapon to recreate his perfect turkey slices.   

The final film, ‘Big Sarnie’, will air on Thursday 19th November and will show two cousins catching up and remembering Boxing Days of the past at Nan’s. Her mega turkey sandwiches, filled with gravy and stuffing, are the crowning glory to their happy childhood memories and spur them to carry on the tradition this year.

Each story ends with the line ‘Food is Home. Home is Christmas’ – an ode to the power Christmas food has to transport us back to happy memories of moments shared with our families, whether apart or together. The films aim to unite feelings of loss, longing and love, and bring them together with a sense of hopefulness, sharing the message that, no matter what, Christmas will be special this year.   

Emma Bisley, head of broadcast marketing at Sainsbury’s, comments: “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. It’s our memories of these dishes, prepared by the people we love, that have the power to transport us home - whether we’re there or not.

“It was important to us to focus on family connections and emotions, creating a relatable and heartfelt look at the memories Christmas brings, whilst providing a sense of optimism throughout. We hope everyone enjoys watching the collection and it takes them back to their fondest memories of food, home and Christmas.”

Darren Simpson, creative director at Wieden + Kennedy said: “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. Christmas and especially the food, are the memories we all hold on to. Like my nanna’s roast potatoes, they were the stuff of dreams.”

From 1st-14th December, as part of the supermarket’s ‘Brighten a Million Christmases’ initiative, Sainsbury’s is also inviting customers to donate food and other essential products or cash in store and online and will match every donation, doubling every customer’s contribution.

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W+K London

Creative Director: Darren Simpson

Creatives: Brand - Joe Bruce & Albert Pukies, Missions & Promo - Holly Hunter & Miriam Pick

Executive Creative Directors: Tony Davidson & Iain Tait

Group Account Director: Katherine Thomson

Account Director: Hannah Gourevitch & Sam Hunton

Account Manager: AV - Abi Devine, Print - Matt Whiteside

Account Executive: Olli Rosicourt

Chief Strategy Officer: Ben Armistead

Planning Director: Tarek Sioufi

Planner: Rory Foster

Comms Planning Director: Martin Bassot

TV Producer: Matthew Ellingham & Aran Patterson

Creative Producer: Rebecca Herbert

Design Director: Karen Jane

Lead Designer: Phil Rosieur

Designer: Jackie Hudson

Motion Designer: Jon Harris

Business Affairs: Alex Coomer & Lenya James

AV Production

Production Company: Pulse

Director: 32 - Dylan Southern & Will Lovelace

Executive Producer / Managing Director: James Sorton

Production Company Producer: George Saunders

Editorial Company: Assembly Rooms

Editor: Nick Allix & Eve Ashwell

VFX Company: Time Based Arts

Colourist: Lewis Crossfield

Music Supervisor / Producer: Zebedee Budworth

Composer: Zebedee Budworth


Sound Design, Mix, Voice Direction and Editing: Anthony Moore and James Utting

Audio Producer: Deborah Whitfield

Voice Casting: Ingrid Janssen-Armstrong at HONEY

Print Production

Production Company: Angela Woods Ltd

Photographer: Aaron Tilley

Retouching: Stanleys Post

Motion: Time Based Arts


FILM LAB:  Cinelab London

FILM LAB Commercials Producer:   Aarti Mahtani


Genres: People, Storytelling, Dialogue

Categories: Supermarkets, Retail and Restaurants

Wieden+Kennedy London, Mon, 16 Nov 2020 09:11:02 GMT