Sainsbury's: Christmas is for Sharing

This case study shows how Sainsbury's, a supermarket chain, increased brand awareness and sales in the UK by creating a musical advert about the joy of being together at Christmas.

Christmas is for sharing

2016 marked the fourth year of Christmas is for Sharing for Sainsbury's. 'The Greatest Gift' was our most integrated Christmas campaign ever, using a deeper insight, unifying our 'brand' and 'food' campaigns at Christmas and making our marketing money work even harder.

It paid dividends, entertaining the nation (Google confirmed our launch film as the most watched ad on YouTube in 2016), and delivering the strongest business results of any recent Sainsbury's Christmas campaign (the brand returned to like for like growth).

This was delivered with startling efficiency; a low media spend versus competitors, producing a...

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