Sainsbury’s is moving away from one-off ‘Christmas ad specials’, instead extending its ‘Living Well’ campaign into Christmas but giving it a festive flavour.
The campaign, ‘Every Bit of Christmas’, centres around an upbeat festive song written specifically for the ad that talks to the best aspects of Christmas from pigs in blankets to novelty socks and Brussels sprouts. Created by agency Wieden+Kennedy, it features members of the public and Sainsbury’s colleagues singing along, as well as cameos from festive favourites Ricky Tomlinson and Kermit the Frog.
It includes the same creative style as Sainsbury’s campaigns from through the year, with a black and white film and orange wording, as well as real people and a focus on the retailer’s food.
And speaking to Marketing Week at an event to preview the Christmas ad last week, Sainsbury’s marketing director Mark Given explained this was a “definite and conscious decision”.
“Brands are built by consistency over time, that was the brief to Wieden and we’ve done that throughout the year so it felt absolutely right to continue that into Christmas. But equally it has to have that Christmas feel and link back to the occasion, which is really important for us as well,” he said.