The supermarket giant’s festive advert for 2023 sees the cast explore “what Santa really eats” for Christmas.

Featuring Astley and some Sainsbury’s colleagues for the first time in its Christmas ad history, the advert is set in a Sainsbury’s store and follows a child who steps up to the tannoy to ask an “all-important question”.

When she asks what Santa eats for his Christmas dinner, both shoppers and staff are relieved and go on to offer suggestions of festive dishes and treats from the retailer’s Taste the Difference range.

Sainsbury’s said the ad emphasises its promise of ‘Good food for all of us’, aiming to “provide access to innovative and affordable great-tasting food for all customers”.

Sainsbury’s head of campaigns Emma Bisley said: “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 Difference 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.

“With this year’s advert, we wanted to bring to life the fun of the holidays and the excitement that comes with planning Christmas dinner, while showcasing Sainsbury’s variety of delicious and quality products because good food should be for all.”

The 60-second ad was created by advertising agency New Commercial Arts and will debut on television tonight after 8pm during an episode of Coronation Street on ITV.

It will also be supported by a series of 20-second short films focusing on specific elements of Sainsbury’s festive range including party food, budget options and desserts.

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