How Sainsbury's changed the game at Christmas

Sophie Lewis

This case study describes a Christmas ad campaign by Sainsbury's, the UK supermarket, which took a new approach to the season.

How Sainsbury's changed the game at Christmas

Sophie LewisAMV BBDO

"This year's Christmas adverts aren't adverts, they're 'events'. Ghastly events…The John Lewis commercial doesn't make me cry. It's just an advert for a shop."

Charlie Brooker, The Guardian, Christmas 2011

The communications battle at Christmas traditionally starts in early November and is focused around the big retailers launching their sixty second bonanza film, featuring as much glitter, celebrity and emotion as they can all muster. We then wait with baited breath for journalists and commentators, such as Charlie Brooker, to offer their views, and then we all get on...

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