Sainsbury’s has kicked off the countdown to the festive period with a campaign exploring the retailer’s festive range by asking what Santa has for Christmas.
Showcased across TV, the advert – set to premier on 3 November at 8pm – is designed as a bird-eye view of Santa’s Christmas feat and is supported by Sainsbury’s new brand promise ‘Good Food for All of Us’.
Created by newly-appointed advertising agency, New Commercial Arts, the advert is set in a Sainsbury’s store and begins with a young girl breaking free from her mother.
The 60-second advert – which will be supported by a series of 20” films focusing on different elements of festive shopping – then shows the 11-year-old running to a tannoy to ask the all-important question: “Hey Sainsbury’s, what does Santa eat for his Christmas dinner?”
Despite initial gasps across the store, her questions inspire a flurry of cut scenes where Sainsbury’s colleagues showcase the grocery retailer‘s festive range – such as dishes, showstoppers and treats.
Subscribe to Marketing Beat for free
Sign up here to get the latest broadcast advertising news sent straight to your inbox each morning
Throughout the ad, Santa – whose face remains hidden to preserve the magic of Christmas – pops up, as each colleague’s recommendation miraculously appears on his dinner table.
There is even a cameo by 80s pop star Rick Astley, who offers his own suggestion, “How about some cheese?”, before two Sainsbury’s colleagues respond, “C’mon Rick, cheese before pudding, you know the rules”.
There’s another comedic moment as the second colleague taps into the pop legend’s iconic discography, singing “And so do I” as Rick laughs on.
The film, which for the first time Sainsbury’s has used its actual employees to play colleagues in its advert, will also be the first time customers will see the ‘Good Food for All of Us’ brand platform.
“The festive season is a magical time of year and our role is to help our customers have an extra special Christmas, especially when it comes to the food,” said Sainsbury’s head of campaigns, Emma Bisley.
“We wanted to create an advert that champions our colleagues all over the country, as well as highlighting the innovation of this year’s Taste the Different range.”
New Commercial Arts founder, Ian Heartfield, said: “We want Sainsbury’s to be at the heart of every household’s Christmas, and this year’s campaign is fast, festive, fun and full of delicious food.”
Ogilvy executive creative directors, Johnny Watters and Angus George, concluded: “A lot of brands like to make a big noise at Christmas, but few actually listen to what their customers are telling them.
“By tapping into the combined power of behavioural science and social listening, we’re giving the brilliant Sainsbury’s colleagues the power to tackle customers’ Christmas challenges in a very personal way. And truly delivering on the brand promise of ‘Good food for all of us’.”
