Sainsbury’s takes heartfelt look at food, family and memories in three-part Christmas advert collection

  • For the first time, Sainsbury’s has created a series of three films for Christmas, centred around family stories while evoking memories of Christmas food
  • ‘Gravy Song’ will premier first, airing on TV during The Voice on Saturday 14th November, followed by ‘Perfect Portions’ on Monday 16th November and ‘Big Sarnie’ on Thursday 19th 
  • The supermarket also announced the return of its ‘Brighten a Million Christmases’ campaign, which will see Sainsbury’s match customer donations up to £4 million from 1st-14th December

Sainsbury’s has revealed the first in a collection of Christmas adverts, which premiered on Saturday 14th November during The Voice and aired online from 7am.

In a year when Christmas feels more uncertain yet more needed than ever, the collection of nostalgic adverts aims to celebrate culinary memories with loved ones and transport viewers through time by centring around three personal stories of modern British families and their connection to Christmas food.

The stories are brought to life through a combination of home-video-style footage and phone conversations between family members in the present day, as the nation continues to connect with each other from wherever they are.

The first of three films, ‘Gravy Song’, tells how a father and daughter’s excitement for Christmas gets them talking about Dad’s gravy and his ‘famous’ gravy song. The song brings back memories of years gone by, as the daughter tries to cope with the embarrassment of her Dad’s singing, whilst admitting her love for the gravy (and the song, really).

Airing on Monday 16th November, ‘Perfect Portions’, will show a mother and son sharing happy memories of Christmases past and reminiscing about the way their Dad used to carve the turkey years ago.  Mum is putting her own twist on his tradition to do his memory justice: bringing a secret weapon to recreate his perfect turkey slices.

The final film, ‘Big Sarnie’, will air on Thursday 19th November and will show two cousins catching up and remembering Boxing Days of the past at Nan’s. Her mega turkey sandwiches, filled with gravy and stuffing, are the crowning glory to their happy childhood memories and spur them to carry on the tradition this year.

Each story ends with the line ‘Food is Home. Home is Christmas’ – an ode to the power Christmas food has to transport us back to happy memories of moments shared with our families, whether apart or together. The films aim to unite feelings of loss, longing and love, and bring them together with a sense of hopefulness, sharing the message that, no matter what, Christmas will be special this year.

Emma Bisley, Head of Broadcast Marketing at Sainsbury’s, comments: 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, whilst 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.”

From 1st-14th December, as part of the supermarket’s ‘Brighten a Million Christmases’ initiative,Sainsbury’s is also inviting customers to donate food and other essential products or cash in store and online and will match every donation, doubling every customer’s contribution.

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