Food takes centre stage in second Christmas ad from Sainsbury’s

Sainsbury’s has launched a second Christmas TV advert, which focuses on celebrating the role that food plays in bringing people together at the festive season.

Featuring the same animated characters that appear in Sainsbury’s first Christmas ad, ‘The Greatest Gift’ (which tells the tale of Dave, a hard-working and devoted dad, who comes up with a plan to make sure he can be with his family for Christmas), it uses a mix of stop frame animation and live action to showcase the retailer’s festive food offering.

The ad was shown for the first time during the first break of Channel 4’s ‘Gogglebox’ on Friday November 18. ‘Gogglebox’ is a reality show that features a number of families and groups of friends from around England and Wales, who react to British television shows from their own homes.

In a groundbreaking twist, three of the ‘Gogglebox’ households appear in full animation. Cast members characters Jenny and Lee, Giles and Mary and Stephen and Chris were filmed watching both the Sainsbury’s Christmas and Christmas food ads and their reactions were captured in the usual ‘Gogglebox’ style.  Following this, for the first time ever, the cast members were transformed into stop-frame animation to become part of the Sainsbury’s Christmas world – in puppet form.

Poppy Shute, campaign manager at Sainsbury’s, said: “In recent years we’ve become famous for our Christmas brand campaigns that focus on the message that Christmas is for sharing. Working with ‘Gogglebox’ has been really exciting, not only because we’re doing something brand new but also because we have the opportunity to entertain families like never before. 

This partnership puts our Christmas food offering at the heart of the entertainment, in a setting that we know Sainsbury’s customers enjoy. This is particularly relevant as we head into the festive season as families are looking to spend more time together.”

The break was produced in full partnership with ‘Gogglebox’ creators Studio Lambert, who filmed and edited the ad’s live action sequences. Tania Alexander, creator and executive producer of ‘Gogglebox’, said: “We are fiercely protective of both the ‘Gogglebox’ brand and the ‘Gogglebox’ cast and only consider brands with an obvious fit.

“Sainsbury’s really fitted the bill and we were delighted to be able to work with Sainsbury’s and Channel 4 on the project. The cast involved enjoyed the filming and making of the ad and from my point of view, it’s instantly recognisable as a ‘Gogglebox’ moment – but with something uniquely special on top.”

Sainsbury’s 2016 Christmas campaign will help raise funds for Great Ormond Street Hospital Children’s Charity. All profits from the sale of specially created gingerbread ‘Dave’ (£1) and ‘The Greatest Gift’ film animation kit (£5) will be donated to the charity. Customers also have the option to make a 20p donation at the till, with all proceeds going straight to the charity.


 ‘Gogglebox’ cast members Giles and Mary in animated form

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