Sainsbury's: Sharing Four Christmases

Sainsbury's, a British supermarket chain, transformed itself from making seasonal retail Christmas ads to creating Christmas campaigns that are now arguably amongst the most eagerly anticipated ads of the year.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands