Sainsbury's unwraps 'Christmas Days' festive campaign

Sainsbury's is celebrating the small moments that make Christmas special with its festive campaign, created by AMV BBDO.

For its first ad campaign post-Jamie Oliver Sainsbury's carried out consumer research into Christmas time, and what people really love about the season, resulting in a campaign made up of 14 TV executions and a 'moments' calendar.

The first three ads will debut back-to-back during the ad break of ITV1's Emmerdale on Tuesday 13 November with the remaining 11 films being rolled out in the weeks leading up to New Year's Eve.

The 14 adverts, by creative production company Smuggler, are all set to Aaron Espe's 'Through Frozen Forests' which will be used throughout the supermarkets above-the-line advertising. 'Christmas Days at Sainsbury's' will sit at the heart of the advertising, allowing it to be a truly through-the-line campaign.

Sainsbury's is also launching an interactive outdoor creative based on the moment when 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.

Marketing director at Sainsbury's, Sarah Warby, commented: "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."

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

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