Sainsbury’s has extended its Christmas advert with a user generated digital marketing campaign which aims improve children’s literacy through its partnership with Mog the cat author Judith Kerr and Save the Children.
The campaign has kicked off with a piece of content called ‘Storytellers’, showing adults bringing stories to life with impressions and sounds which capture the imagination of young children.
AnalogFolk produced the ad which praises those who ignite children’s interest in reading. It also encourages viewers to film themselves reading excerpts from ‘Mog’s Christmas Calamity’ by Judith Kerr - the exclusive book at the centre of Sainsbury’s Christmas campaign and new ad- and upload the footage to social media using #ChristmasIsforSharing.
The retailer's social media channels will promote the ‘Storytellers’ message with short videos based on aspects of great storytelling. The winning footage from contributors will feature in the ‘The Storytellers’ film which will show them telling Judith Kerr’s story.
The ‘Mog’s Christmas Calamity’ book at the centre of the campaign will also help Sainsbury’s raise funds for Save the Children’s attempts to improve child literacy across the UK. Judith Kerr, HarperCollins Children’s Books and Sainsbury’s will donate all profits from the sales of the £3 book, and a specially created Mog soft toy for £10, to Save the Children’s literacy work.