From the moment you crack open the chocolates in celebration of a successful shopping trip, to the day you realise you're going to need a bigger fridge, this year, Sainsbury's will be celebrating all the moments which make up your glorious festive season. Following consumer research into Christmas time, and what people really love, Sainsbury's discovered that whilst the big day itself is really important, there are a series of small events or moments which are fundamental to the festive season. This is reflected in their campaign made up of fourteen TV executions and a launch 'moments' calendar.
The TV launches at 7:15pm on Tuesday 13th during an Emmerdale ad break, to an expected audience of 8 million viewers. The first three ads will run back-to-back, and the remaining eleven films will be rolled out in the weeks leading up to New Year’s Eve. Sainsbury’s will show different ads on different days, ensuring that viewers are treated to a new execution as often as possible.
The fourteen ‘Christmas Days’ adverts are set to the track ‘Through Frozen Forests’ by Aaron Espe. The song will be used across all Sainsbury’s above the line advertising, appearing as a common thread throughout the campaign. In addition, ‘Christmas Days at Sainsbury’s’ will sit at the heart of their advertising, allowing it to be a truly through the line campaign.
View the spots below:
This Christmas, Sainsbury’s is launching interactive outdoor - a creative and media first for the retailer. The creative idea is based on the moment when the Christmas tree lights are dusted down and checked to see if they’ll last another year. The public are invited to ‘test’ the poster’s lights by pushing a switch on a giant plug and socket.
The ‘Christmas Days at Sainsbury’s’ campaign was created by AMV BBDO, and the fourteen TV adverts by creative production company Smuggler.
Sarah Warby, Marketing Director, Sainsbury’s says: “Christmas is a really special time for our customers and colleagues and we know that it’s not just one day that makes Christmas special, but a series of moments that are celebrated throughout the holiday season. With this knowledge we can ensure all the different festive moments that make Christmas special for our customers and colleagues are catered for; be that wanting to impress your neighbours with extra special nibbles or having a sneaky chocolate truffle on the sofa after a hard days shopping.”
Creative Agency: AMV BBDO
Creative Director: Mike Durban & Tony Strong
Copywriter (Overall ‘Christmas Days’ campaign): Phil Martin
Art Director (Overall ‘Christmas Days’ campaign): Mike Hannett
Copywriter (Outdoor ‘lights’ campaign): Liam Donnelly
Art Director (Outdoor ‘lights’ campaign): Phil Holbrook
Agency Planner: Sophie Lewis
Agency Account Man: Gemma Findlay
Agency Producer: Paul Goodwin; Jess Savory
Media Agency: PHD
Media Planner: Becca Bunbury
Production Company: Smuggler
Director: Jamie Rafn
Production Co. Producer: Ray Leakey
Post-production Company: The Mill
Audio Post-production: Wave
DOP: Martin Hill