Sainsbury's: Christmas is for sharing

Craig Mawdsley and Lisa Stoney

Sainsbury's, a supermarket chain, used the power of entertainment to boost brand profile in the UK at the most important time of the year, Christmas.

Campaign details

Brand: Sainsbury'sAdvertiser: Sainsbury'sAgency: AMV BBDO; PHD Media

Summary

Between 2013 and 2017, a Christmas miracle happened.

Sainsbury's used the power of entertainment to boost brand profile at the most important time of the year, investing in creativity, rather than media, to make a huge difference to the business.

Christmas is for Sharing generated four breakthrough campaigns, contributing £1.7 billion to the business over four years during one of the toughest periods in Sainsbury's history.

These campaigns have now earned 94 creative awards (more than the total number of creative awards...

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