Sainsbury’s has fired the starting gun on its Christmas campaign, inviting audiences into the homes of three families to establish what the holiday means to people on a personal level. Evoking a more carefree age symbolised by family, laughter and lashings of gravy, Sainsbury’s campaign aims to celebrating the true stars of Christmas dinner.
The first of these, ’Gravy Song’, recounts a daughter’s excitement for her dad’s gravy tempered by his penchant for singing. Combining home-video-style footage and phone conversations, the campaign seeks to honestly reflect modern life.
Conspicuous by its absence is any reference to the ongoing pandemic, although social distancing restrictions presented their own challenges off-screen. Emma Bisley, head of broadcast marketing at Sainsbury’s, explains: “All cast and key crew were tested two days prior to being on set, and then isolated before coming to set. There was a Covid-19 officer on-site at all times to ensure all rules were adhered to. All members of the cast and crew were temperature checked daily.“