The grocer’s first advert, entitled ‘Gravy Song’, will air on tonight on ITV. The advert features a father and daughter remembering his gravy recipe and the accompanying song he has sung at Christmas over the years, combining home video-style footage and a phone conversation between them in the present day.
The two other adverts called ‘Perfect Portions’ and ‘Big Sarnie’ play on similar themes of family connection and memories, and will be unveiled on November 16 and 19 respectively.
The trio of adverts was produced by advertising agency Wieden + Kennedy. Alongside its Christmas adverts, Sainsbury’s will be bringing back its ‘Brighten a Million Christmases’ campaign, which will see Sainsbury’s match customer donations up to £4m from December 1 to 14.
Sainsbury’s head of broadcast marketing Emma Bisley said: “We know that this year has been different for everyone, so we wanted to take a different approach with our Christmas campaign by simply reminding people that Christmas dishes are gestures of love and care, served by up by those who matter most. It’s our memories of these dishes, prepared by the people we love, that have the power to transport us home – whether we’re there or not.
“It was important to us to focus on family connections and emotions, creating a relatable and heartfelt look at the memories Christmas brings, while providing a sense of optimism throughout. We hope everyone enjoys watching the collection and it takes them back to their fondest memories of food, home and Christmas.”
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