Campaign details

Brand: Sainsbury's
Brand owner: Sainsbury's
Lead agency: PHD
Contributing agencies: AMV
Country: United Kingdom
Industries: Supermarkets & grocery stores
Media channels: Content marketing, Television
Budget: 500k - 1 million

Executive summary

To cut through the traditional supermarket battle of who could make the best ad featuring turkey, we took Sainsbury's core Christmas proposition, "time is the greatest gift you can share with those you love", and created a piece of unique content that placed Sainsbury's food at the heart of moments that would be shared by some of the most famous and influential families in the UK – the cast of Gogglebox.

On November 18th 2016, in full partnership and collaboration with Channel 4 and Studio Lambert (the creators and producers of Gogglebox) we created a 3-minute mini episode of Gogglebox in one of the show's breaks, in which the cast watched Sainsbury's stop-motion Greatest Gift Christmas ad, whilst discussing the mouth-watering food it featured.