By Amy Houston, Senior Reporter

November 14, 2021 | 2 min read

Sainsbury’s 2021 holiday campaign is encouraging us all to make it ‘A Christmas to Savour.’ The spot from Wieden+Kennedy airs on TV in the UK today and features some instantly recognizable voices.

As the video commences, we hear the soulful sound of the Etta James classic hit At Last while the camera pans around a bustling room showcasing a whirlwind of merriment and activities.

Viewers see a grandpa in his chair having some trouble cracking open a nut with shards flying everywhere, children cheekily snacking under the dining table, a dog jumping up and down excitedly and two buddies enjoying a sing-song at the piano – albeit poised in hilarious positions with some questionable facial expressions.


Food and drink play a central role in the film too, and we see thick gravy being poured, fizz flying everywhere and a banquet of roasted veggies.

As the vocals of James begin to fade we hear the clear-cut tones of British broadcaster and actor Stephen Fry proclaiming: “It’s been a long time coming, so let’s make it a Christmas to savour.”

“With so many of us unable to spend Christmas with our loved ones last year we, along with the nation, are really excited to fully celebrate Christmas once more. One of the true highlights of the festive season is the much-anticipated Christmas dinner,” said Radha Davies, director of brand communications and creative at Sainsbury’s.

“While the food is important, it’s also about what that meal represents, spending quality time with loved ones, catching up, enjoying a delicious meal and, above all, having fun together.”


There’s been a flurry of exciting Christmas ads this year from rival retailers including Aldi, Lidl and John Lewis. As James sings so delicately in the soundtrack “and then the spell was cast,” will Sainsbury’s, too, be able to cast a spell on viewers this festive season?

Creative Wieden+Kennedy Creative Works

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