Sainsbury’s asks ‘what does Santa have for his Christmas dinner?’

The Christmas campaign is the first from the retailer’s newly appointed agency, New Commercial Arts

Georgie Moreton

Deputy Editor, BITE Creativebrief


“What does Santa have for his Christmas dinner?”

This heartwarming, innocent question asked by a young girl is at the center of Sainsbury’s new Christmas advert, created with the help of newly appointed agency, New Commercial Arts.

The film is set in a Sainsbury’s store while customers are busy shopping for their festive essentials. A curious young girl steps up to the in-store tannoy microphone to ask the store ‘Hey Sainsbury’s, what does Santa eat for his Christmas dinner?’

Across the store, the question sparks curiosity from both Sainsbury's colleagues and shoppers who offer up suggestions of delicious food items all available on sale in Sainsbury’s stores. Meanwhile Santa Claus himself is getting ready to tuck in to his Christmas feast and as each person shares their recommendation as if by magic the food item appears on Santa’s Christmas dinner table.

Suggestions showcase the range of festive treats on offer at Sainsbury’s from its premium ‘Taste the Difference range’ year from ‘Taste the Difference Rocking Around the Charcuter-tree sharing platter’, to ‘Taste the Difference Buttermilk Turkey Crown’ and ‘Taste the Difference No Beef Wellington’.

The spot even features a tongue-in-cheek cameo from pop icon Rick Astely who shares his suggestion as to what Santa might like, “How about some cheese?” before Sainsbury’s colleagues quip back “C’mon Rick, cheese before pudding, you know the rules… and so do I” in a nod to Astley’s well known track.

Back in the North Pole Santa for pudding Santa is disheartened by the choice of mince pies and is much more enthralled by in-store colleague Raj’s suggestion of ‘Taste the Difference Home for Christmas Chocolate Mousse.’ The campaign rounds off with an overview of Santa’s Christmas feast filled with Sainsbury’s goodies. The film rounds off with the new brand promise: Good Food for All of Us.

The ‘Good Food For All of Us’ messaging was announced in September, as Sainsbury’s aims to provide customers with access to innovative, affordable, great-tasting food for all customers. The festive campaign carries on this ethos, showcasing the range and breadth of items on offer and bringing the messaging to life through the idea that if they are good enough for Santa they are good enough for all of us.

This year, for the first time Sainsbury’s has also included real-life employees in the Christmas advert to showcase its friendly staff. The ad pays homage to the retailer's 152,000 colleagues up and down the country who play a pivotal role in Christmas shopping and all year round.

“The festive season is a magical time of year and our role is to help our customers have an extra special Christmas, especially when it comes to the food.  We wanted to create an advert that champions our colleagues all over the country, as well as highlighting the innovation of this year’s Taste the Different range. From brand-new festive treats to offers on household Christmas favourites, Sainsbury’s has something for everyone’s table – whatever the budget or tastebuds.” says Emma Bisley, Head of Campaigns, at Sainsbury’s.

The wholesome spot showcases the real people and the array of good quality food that helps to make the festive feast the best it can be. Through a simple narrative that shows employees and friendly shoppers attempt to answer a young girl's question at Christmas time, Sainsbury’s focuses on authenticity and community to encourage all customers to turn to Sainsbury’s for the answer to their questions and needs this Christmas.

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