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Sainsbury’s celebrates the role food plays in bringing people together at its second Christmas ad

Sainsbury’s celebrates the role food plays in bringing people together at its second Christmas ad
Sainsbury’s celebrates the role food plays in bringing people together at its second Christmas ad


London, 2016-Nov-21 — /EPR Retail News/ — Sainsbury’s brings more entertainment to UK families this week with the launch of a second Christmas ad, which focuses on celebrating the role food plays in bringing people together at this time of year. Featuring the same animated characters that appear in the Sainsbury’s Christmas ad, “The Greatest Gift”, which launched on Monday this week, the food ad will be shown for the first time during the first break of Channel 4’s Gogglebox on Friday 18th November at 9.15 pm.

The ad uses a mixture of stop frame animation and live action to showcase the retailer’s delicious festive food showstoppers. In a groundbreaking twist, three of the Gogglebox households will appear in full animation during the second ad break, reflecting the world of Dave and his family introduced to the nation earlier this week.

Iconic Gogglebox characters Jenny & Lee, Giles & Mary and Stephen & Chris were filmed watching both the Sainsbury’s Christmas and Christmas food ads and their reactions were captured in the usual Gogglebox style.  Following this, for the first time ever, they were transformed into stop-frame animation to become part of the Sainsbury’s Christmas world – in puppet form.

Poppy Shute, Campaign Manager at Sainsbury’s said “In recent years we’ve become famous for our Christmas brand campaigns that focus on the message that Christmas is for sharing. Working with Gogglebox has been really exciting, not only because we’re doing something brand new but also because we have the opportunity to entertain families like never before. This partnership puts our Christmas food offering at the heart of the entertainment, in a setting that we know Sainsbury’s customers enjoy. This is particularly relevant as we head into the festive season as families are looking to spend more time together.”

The break was produced in full partnership with Gogglebox creators Studio Lambert, who filmed and edited the ad’s live action sequences, alongside Passion who produced and created the stop-motion – the same technology was used within both Sainsbury’s ads.

Tania Alexander, creator and Executive Producer of Gogglebox said “We are fiercely protective of both the Gogglebox brand and the Gogglebox cast and only consider brands with an obvious fit – Sainsbury’s really fitted the bill and we were delighted to be able to work with Sainsbury’s and Channel 4 on the project. The cast involved thoroughly enjoyed the filming and making of the ad and from my point of view it’s instantly recognisable as a Gogglebox moment but with something uniquely special on top.”

Sainsbury’s 2016 Christmas campaign will help raise vital funds for Great Ormond Street Hospital Children’s Charity. All the money raised will go towards providing vital accommodation for families of children at the hospital, to help them be together when they need to be.  All profits from the sale of the specially created Gingerbread ‘Dave’ (£1) and The Greatest Gift film animation kit (£5) will be donated to the charity. From 21st November, customers will also have the option to make a 20p donation at the till, or more if specifically requested, with all the proceeds going straight to the charity.

You can watch the full Sainsbury’s Christmas ad here: and the behind the scenes video here:

Press Enquiries:
020 7695 7295.

Source: Sainsbury


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