How Sainsbury's evolved 'Christmas is for Sharing'

This article looks at the development and execution of UK supermarket Sainsbury's 3 minute stop-motion spot; the brand's previous efforts have been lauded for both creativity and effectiveness.

How Sainsbury's evolved Christmas Is For Sharing

Lucy AitkenWarc

For supermarkets, a memorable Christmas campaign that hits the right tone can drive footfall and sales at a time of year when people buy copious amounts of food and drink, as well as more luxurious and expensive items.  

The UK supermarket Sainsbury's has a market share of 16.3%, according to Kantar, and is second place to Tesco with 28.2% and above Asda, with 15.5%, and Morrisons with 10.5%. And, for the last two years, the Christmas campaignsfrom Sainsbury's have both scooped silvers at...

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