Sainsbury’s unveils heartwarming new ad campaign featuring Judith Kerr’s Mog

LONDON, 2015-11-15 — /EPR Retail News/ — Sainsbury’s has unveiled a heartwarming new advertising campaign featuring one of the nation’s best loved children’s book characters, Judith Kerr’s Mog, to highlight the importance of sharing at Christmas.

Developed in partnership with Judith’s publishers HarperCollins Children’s Books, and titled ‘Mog’s Christmas Calamity’, the full length 3’30”TV advert will air for the first time on Thursday 12th November across multiple channels including ITV, Channel 4, Channel 5 and Sky simultaneously at 7.15pm. The campaign will help raise vital funds for Save the Children to improve child literacy across the UK, because every year, 1 in 5 children in England are leaving primary school behind in reading which can have huge consequences for their futures.

Sainsbury’s approached Judith Kerr and her publisher HarperCollins Children’s Books, developing the concept for the story together, with Judith writing and illustrating a new Mog book, to be exclusively sold in Sainsbury’s to complement the story told in the campaign.  The campaign is designed to entertain children and families across the UK, as well as raising funds to improve children’s literacy, with the book on sale in Sainsbury’s stores for £3, alongside a specially created Mog soft toy for £10. Judith Kerr, HarperCollins Children’s Books and Sainsbury’s will donate all profits from the book and toy to Save the Children to support their literacy work, making a positive and lasting difference to children in the UK.

Directed by James Rouse, and co-produced by Sainsbury’s and HarperCollins Children’s Books, the campaign has been created in collaboration with Judith Kerr herself, who also makes a cameo appearance in the film.  The new advert is a charming tale of a sequence of highly improbable and entertaining events that befall the iconic and calamity-prone Mog in the early hours of Christmas morning, before the family are awake.

In the midst of the chaos, however, Mog succeeds in contacting the fire station which kick-starts the rescue mission to save Christmas Day. In the aftermath of the smoke filled calamity and following a visit from the fire chief and his brigade, the Thomas family turn to see all their neighbours standing in the doorway, armed with mops and brooms for the clean-up, as well as delicious festive food, drinks and decorations. Everyone comes together to celebrate the Christmas festivities – after all, Christmas is for sharing.

Mark Given, Director of Planning and Propositions, Sainsbury’s, commented: “More than any other time of year, the Christmas season is when people come together with family and friends to share simple moments and kindnesses. For many families the sharing of stories is an important part of their Christmas celebrations and is often a tradition that is passed down through generations. This year, we’re proud to be working with renowned children’s author Judith Kerr to create a magical new Mog story to be enjoyed by parents and children and to support the important cause of helping Save the Children to improve child literacy in the UK.”

Tanya Steele, Executive Director of Marketing, Fundraising and Communications at Save the Children said; “We are delighted to be a part of this year’s Christmas campaign for Sainsbury’s and so grateful for the spotlight that it places on the issue of child literacy in the UK. We want reading, which is the key to a child’s future, to become a national mission. We are calling for everyone from parents to grandparents, communities and schools to business and government to get all children reading well by the age of eleven. Thanks to the support of everyone involved in this campaign, we will be able to give more UK children – particularly those children from the poorest families – the essential early language skills they need to succeed in life.”

Ann-Janine Murtagh, Executive Publisher, HarperCollins Children’s Books and founding member of the Read On. Get On. Campaign added: “It’s been a pleasure to collaborate with Sainsbury’s on this campaign and what better way to celebrate the festive season than with the gift of storytelling by putting a book at the heart of Christmas. HarperCollins Children’s Books have been Judith Kerr’s publishers for over 50 years, and her Mog stories have enchanted generations of children. The book is joyful and has some of her finest illustrations to enjoy. It’s been a wonderfully creative collaboration and most importantly it will leave a lasting legacy to help Children in Britain to share in the pleasures of reading in future years.”

How will this campaign support the work of Save the Children?

With the support of Sainsbury’s and HarperCollins Children’s Books this campaign will help Save the Children in three key ways:

  • Raising vital funds for Save the Children’s work to improve child literacy in the UK, funding direct programmes with children and supporting their work as part of the Read On. Get On. coalition
  • Helping children’s literacy by encouraging families across the UK to read with their children and share stories, not just at Christmas, but throughout the year
  • Providing a platform for Save the Children to talk about the importance of reading to a child’s future and the need for everyone to get behind the campaign and support children’s literacy

Notes to Editors

For more information please contact: or 020 7067 0433.



Sainsbury’s unveils heartwarming new ad campaign featuring Judith Kerr’s Mog

Sainsbury’s unveils heartwarming new ad campaign featuring Judith Kerr’s Mog

England’s Women’s World Cup star Lucy Bronze becomes the new face of Sainsbury’s Active Kids campaign

LONDON, 2015-10-6 — /EPR Retail News/ — Lucy Bronze has been named the new face of Sainsbury’s Active Kids campaign, a star from the recent England’s Women’s World Cup squad. The Man City and England defender joins existing ambassadors Daniel Sturridge, Ellie Simmonds and Jonnie Peacock to help inspire children to be active and stay healthy.

  • Lucy follows the footsteps of David Beckham, Daniel Strurridge and Ellie Simmonds to front the campaign.
  • Sainsbury’s is one of the first UK corporate brands to sponsor an individual player from the 2015 Women’s World Cup squad.
  • Lucy kicked off her new role by surprising children at a Manchester primary school.

Lucy rose to national acclaim when she scored show-stopping goals, including her winning strike against Norway from outside of the penalty area for England in the recent FIFA Women’s World Cup in Canada.

Since her World Cup success she has continued to dominate the field for Man City and is now looking forward to drawing on the support from a growing fan base before competing in the Champion’s League for the first time next year.

Her new role for Sainsbury’s began a visit to Bowker Vale Primary School in Crumpsall, Manchester where she impressed the children with her ball skills and gave the young athletes some expert advice during a special coaching session. Bowker Vale Primary School was selected for the special appearance having collected the most Active Kids vouchers in the area over the last year.

Mark Given, from Sainsbury’s sponsorship, said: “Women’s football has been in the background for too long, and it was great to see the England team’s success at this year’s World Cup shine a light on some superb and inspirational players, such as Lucy. We look forward to Lucy joining our Active Kids ambassadors to encourage inclusive sport and healthy eating.”

Lucy Bronze, Sainsbury’s new Active Kids ambassador and player for Man City and England football clubs said: “There was great reaction to the Women’s World Cup and as well as being a fantastic experience, it has presented new opportunities for players like myself and it’s great to be working with Sainsbury’s as an Active Kids ambassador and following in the footsteps of other footballers like David Beckham and Daniel Sturridge. It was great to see children at Bowker Vale Primary School so excited to be playing football and the new Active Kids equipment was definitely a hit. I look forward to working with the other ambassadors to continue the success of Sainsbury’s Active Kids.”

Active Kids was launched in 2005 to inspire healthy and active lifestyles. Since the scheme began, Sainsbury’s has donated £160million worth of Active Kids equipment and experiences to schools and clubs across the UK.


England’s Women’s World Cup star Lucy Bronze becomes the new face of Sainsbury’s Active Kids campaign

England’s Women’s World Cup star Lucy Bronze becomes the new face of Sainsbury’s Active Kids campaign

Sainsbury’s unveils advertising campaign featuring an account of the 1914 First World War Christmas truce

Sainsbury’s has unveiled a poignant new advertising campaign featuring an account of the 1914 First World War Christmas truce to screens in millions of homes. Called Christmas is for Sharing, the full length 3’ 20” TV ad aired for the first time last night in the Coronation Street ad break to help raise funds and awareness of The Royal British Legion’s work supporting servicemen and women.

LONDON, 2014-11-13— /EPR Retail News/ — Directed by Ringan Ledwidge, the advert is a creative interpretation of Christmas Day 1914, when British and German soldiers laid down their arms and came together on neutral territory to share greetings, treats, mementoes and even a game of football. Sainsbury’s and The Royal British Legion have sought to make the portrayal of the truce as accurate as possible, basing it on original reports and letters, as well as working with historians throughout the development and production process.

In the ad, the story is told from the perspective of a young British soldier who dares to venture from his trench onto No Man’s Land to greet his rivals and come together in a football game. He shares a moment of connection and friendship with a young German soldier and, as the truce ends and they return to their trenches, the German soldier is moved to discover that his British friend has hidden the gift of a chocolate bar in his pocket.

Marking 20 years of support

The campaign is the latest expression of Sainsbury’s 20 year relationship with The Royal British Legion. The chocolate bar featured within the advert will be available for Sainsbury’s customers to buy for £1 in the run up to Christmas, with all profits donated to The Royal British Legion. The limited edition 100g Taste the Difference Belgian Milk Chocolate bar is manufactured in Ypres, Belgium, and features the same period packaging seen in the ad.

Sainsbury’s is one of the biggest supporters of the Legion and waits until after Armistice Day to launch its annual Christmas campaign so that stores can remain focused on raising funds for the Poppy Appeal. In 2013 alone, Sainsbury’s raised around £4.5m for the charity through hosting Legion volunteers instore to offer poppies, as well as from the sales of an exclusive range of poppy products and colleague, supplier and customer fundraising.

Charles Byrne, Director of Fundraising for The Royal British Legion, commented: “We’re very proud of our 20 year partnership with Sainsbury’s and this campaign is particularly important. 100 years on from the 1914 Christmas truce, the campaign remembers the fallen, while helping to raise vital funds to support the future of living. Established after the First World War, The Royal British Legion continues its work to support members of the Armed Forces, ex-Service men and women and their families, now and for the rest of their lives.”

Mark Given, Head of Brand Communications, Sainsbury’s, commented: “Christmas is a special time of year when people come together to share simple moments and kindnesses. This year, we wanted to reflect that theme of sharing in our Christmas campaign through the lens of one of the most extraordinary moments of sharing in modern history, when on Christmas Day 1914, British and German soldiers laid down their arms, and came together on neutral territory to share stories, mementoes and even a game of football.

“The Christmas truce is an emotive and cherished story in our history that is especially poignant in this First World War centenary year. That’s why we have worked together closely with the Legion to ensure we bring this moment to life with authenticity and respect.

“We know many of our customers feel as passionately about the incredible work of the Legion as we do. We hope our campaign will raise awareness and funds for the Legion and inspire our customers to share a memorable Christmas with family and friends.”

Sainsbury’s Christmas – The making of our Christmas ad

Sainsbury’s Christmas – The story behind our Christmas ad

Notes to editors

Sainsbury’s and The Royal British Legion

The Royal British Legion is the UK’s leading Armed Forces charity providing practical, emotional and financial support to all members of the British Armed Forces, veterans of all ages and their families – all year round. The Legion spends £1.4 million each week providing care to families coping with the loss of a loved one including family breaks away, help at home to adapt to independent living, money and careers advice, and residential care. Sainsbury’s is a proud supporter of the Armed Forces and has been a key partner of The Royal British Legion for 20 years. In 2013 Sainsbury’s raised over £4.5m for the charity through colleague, supplier and customer fundraising and an exclusive range of poppy products. This year, in addition to the funds raised by the chocolate bar sales, The Royal British Legion will be one of Sainsbury’s charity Christmas card partners, and will receive monies from each pack sold.

Sainsbury’s Christmas Brand Ad Campaign

The 3 minute and 20 second commercial, produced by AMV BBDO, aired in a solus ad break as part of ITV’s Proud to Present initiative, including a bespoke introduction with the ITV logo and voiceover. The ad will be exclusive to ITV channels in the first week of the campaign, running from 12 November to 16 November. Shorter versions of the commercial will be scheduled throughout peak-time programming on ITV’s flagship channel in the run up to the festive season.

The partnership with ITV Commercial, which spans on-air and digital platforms, will include a takeover of the ITV Player homepage from 12 to 24 November 2014. The campaign will also be digitally extended using ITV’s innovative ad format, Ad Sync within The X Factor app when the ad airs during the live show of The X Factor on Saturday 15 November 2014.

The ad will be featured alongside two additional pieces of content – ‘The story behind the story’ and a short documentary on the making of the advert.

Christmas is for Sharing will run in addition to Sainsbury’s traditional food focused Christmas advertising campaign. Key ad spots:

  • Coronation Street 3”20 – 12th November ITV
  • Emmerdale 90” – 13th November 7:15 ITV
  • X Factor 3”20– 15th November 8:30 ITV

Ad credits

  • Director: Ringan Ledwidge
  • Creative Agency: AMV BBDO
  • Media Agency: PHD
  • Production Company: Rattling Stick
  • Grade: ETC – Aubrey Woodiwiss
  • Edit: Work – Rich Orrick
  • Audio post-production: Wave – Aaron Reynolds, Woodwork music