Sainsbury’s inadvertently promotes Co-Op products on Christmas TV ad

Eagle eyed viewers of Sainsbury’s latest Christmas TV commercial have spotted an unconventional approach to advertising – one which has seen the retailer unwittingly promote products of its Co-Op rival.

Three of the rival chains own-brand products were spied in a combination of Christmas themed home videos; including a Christmas pudding, lemon torte and a Christmas cake.

The three minute 30 second commercial was given its first airing during ITV’s Coronation Street last night and was composed from a collage of over 360 hours of home video footage submitted by people from across the UK.

In a statement Sainsbury’s said: “Last year we invited Oscar-winning director Kevin Macdonald to make a film capturing Christmas in Britain.

“The film was made subject only to one condition: that it should comprise of real footage filmed by real people, in the manner of his acclaimed Life In A Day. We wanted Kevin to have complete creative freedom from the outset.

“The footage used is authentic as the project could not have worked otherwise. The trailers we’ve launched as part of our Christmas TV campaign are a faithful representation of Kevin’s film.”

A Spokesman for the Co-Op remarked; “It seems that our Truly Irresistible Christmas pudding, lemon torte and Christmas cake are so good even Sainsbury’s can’t resist advertising them.

“We’re delighted that our delicious Christmas food products have made it into their ad. It certainly gave us a chuckle when we spotted them.”

Amongst those featured in the commercial are three children videoing a Christmas message to their father… just before he opens the door to surprise them.

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John Glenday

John Glenday is responsible for compiling The Drum's daily morning bulletin and ensuring that overnight breaking news is covered while you're still brushing your teeth. Can also make a mean cup of tea.

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