By Amy Houston | Senior Reporter

November 4, 2022 | 3 min read

The British TV personalities star in this tongue-in-cheek ad from the supermarket that puts traditional Christmas pudding front and center.

Alison Hammond has adopted the role of a picky countess for this year’s Sainsbury’s Christmas ad. Narrated by Stephen Fry, ‘Once Upon a Pud’ is set in a land far far away where a feast is being planned in the castle.

One by one, chefs present their dishes to the countess for approval, but when it comes to the Christmas pudding she has a few choice words. Declaring that she doesn’t like the dessert, the disappointed chef retreats to his kitchen to come up with something better.

As an orchestral version of the hit noughties tune Teenage Dirtbag plays in the background, the nervous cook presents Hammond with a caramelized biscuit Christmas pudding that she loves.

“I absolutely loved playing the countess in this year’s Sainsbury’s Christmas advert. It got me feeling all festive and was such a laugh,” said Hammond.

“The Taste the Difference Caramelized Biscuit Christmas Pudding was absolutely a bit of me and will definitely make an appearance on our table this year. Just not sure if I can wait until Christmas day to try it again.“

The ad campaign is the work of Wieden+Kennedy London and will be shown on TV as well as on social media channels.

Laura Boothby, head of campaigns at Sainsbury’s, added: “The festive feast is a quintessential Christmas moment for many and the perfect setting to celebrate what Sainsbury’s does best: delicious, quality, great value food. We’re always creating and developing new recipes and Christmas is the perfect time to experiment with new twists on traditional flavors.

“We’ve focused on the Christmas pudding specifically because we know it’s divisive – people love it or they hate it.”

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