Campaign details
Brand: Sainsbury'sClient: Laura Boothby, Sainsbury'sAgency: AMV BBDO
Summary
As with all good Christmas tales, this is a story of transformation.
The story of how the Sainsbury's brand reinvigorated from being stuck in the middle to revelling in it.
The story of how Sainsbury's (in arguably the toughest ever market conditions) invested in long-term brand building over short-term promotional mechanics - a brave and uncharacteristic step for a grocery retailer.
But it's also the story of how - over four Christmases - we transformed from making seasonal retail Christmas ads to creating Christmas...