Sainsbury's extends 'Every Bit of Christmas' campaign with singalong Snapchat Sprout lens

Brussels sprouts are having their moment in the Snapchat spotlight

The humble, and oft-divisive, brussels sprouts have taken centre stage in the latest iteration of Sainsbury's 'Every Bit of Christmas' campaign, coming in the form of Snapchat Lens.

Users can transform their heads into a giant sprout via the interactive AR overlay. The musical lens also plays the original festive composition featured in the grocers TV ad, encouraging Snapchatters to belt out the tune.

The brand is launching the #SingSprout 'karaoke' filter to coincide with the screening of the X-Factor on Saturday (2 December), with the push running for 24 hours only.

The song, which was penned by comedian Doc Brown, sits at the heart of Sainsbury's 2017 campaign, it celebrates all the quirky nuances of a British Chrsitmas from pigs in blankets and roast potatoes to ripped paper hats.

The Snapchat push was devised by AnalogFolk, with Simon Richings, creative partner at the agency saying: “Christmas means lots of different things to lots of different people. We saw an opportunity to really bridge these divisions and bring people together - by turning everyone’s head into a sprout.”

Sainsbury's has been funneling investment into Snapchat this year, most recently shooting an 115-degree ad using Snapchat Spectacles.

Last Christmas it ran a similar karaoke push on Snapchat to promote its James Corden-fronted festive ad.

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Rebecca Stewart

Rebecca Stewart is a reporter at The Drum. Based in London, she writes news, analysis and features around brand marketing and digital innovation. She has interviewed key figures from the likes of Airbnb, Amnesty International, Unilever, Facebook and Spotify, as well as covering events in Europe and the US like Ad Week, Dmexco, Dreamforce and Ciclope.

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