Sainsbury's and The Royal British Legion: Christmas is for sharing – 1914: A Christmas truce

This case study details British supermarket, Sainsbury's campaign for Christmas 2014 that leveraged the centenary of the outbreak of WWI, creating a memorable campaign that looked back at the 1914 Christmas truce.

Sainsbury's and The Royal British Legion: Christmas is for sharing – 1914: A Christmas truce

AMVBBDO

Objectives

First established in the heart of London in 1869, Sainsbury's is the quintessential British supermarket with a strong legacy and foothold in society.

For much of the last century Sainsbury's held the number one spot in the UK grocery market, only to be dethroned by multinational giant Tesco in 1995.1 There are now four major players (the 'Big 4'2) where Sainsbury's is vying to retain 2nd spot, holding 16.9% of the market.3

But the landscape was...

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