Christmas is Made for Sharing
Much has changed since Sainsbury's first opened its doors on Drury Lane in 1869 and how we celebrate Christmas is no exception. Fashions have come and gone and traditions have evolved, but in spite of that, Christmas has always remained a special time for friends and families to come together.
The 2015 Christmas advert, ‘Mog’s Christmas Calamity’ shows the spirit of Christmas bringing people together after the mischievous but loveable Mog creates chaos after waking from a bad dream on Christmas eve. We worked with author Judith Kerr and HarperCollin’s Children’s Books to create a story book and TV advert starring her much loved character ‘Mog the Cat’. To accompany the film, we have also made a soft toy to be sold in the run-up to Christmas
Every penny of profit from the sale of the book and toy will be donated to Save the Children to be used towards improving child literacy in the UK. Every year, 1 in 5 children in England leaves primary school unable to read as well as they should, a cause that we feel very strongly about. So far, we’ve helped Save the Children to raise over £1.5 million for the cause.
To continue to celebrate reading and the importance of sharing, we invited customers and colleagues to post videos of themselves reading from the book for the chance to be a part of a special online version of the story.
Using the Christmas advert to express the importance of sharing was a central theme in the previous year's campaign with the Royal British Legion. 2014 marked 100 years since the start of the Great War and we worked with the Royal British Legion to recreate one of the most extraordinary moments of sharing in modern history — the laying down of weapons on Christmas day to play football, share gifts and stories in no-man's land. To accompany the advert, we also released a special commemorative chocolate bar, the proceeds of which were donated to the Royal British Legion’s Poppy Appeal.
In 2013, we worked with Director Kevin Macdonald to create a 50 minute film made up of over 400 hours of home video clips from families celebrating Christmas their way. The film focussed on the importance of bringing people together for Christmas. Clips from the film were used to make up the Christmas adverts for that year.
Christmas was made for sharing but sharing isn't just for Christmas. All year round, we work with various charities like the Royal British Legion and Comic Relief to do good in the community. We also support local charities through the ‘Local Charity’ initiative. Each year, a store will pick a charity to work with throughout that year. Over the last six years, Sainsbury's Local Charities has raised over £7 million for local charities and good causes.