After many missed out on a full Christmas experience in 2020, Sainsbury’s wanted to embrace how people were looking forward to Christmas so much and wanting to savour every precious, delicious, magical bit of it.
The aim of its “A Christmas To Savour’ campaign was to show people how they can enjoy the Christmas moments we’d all been waiting so long for and centre the campaign on food, placing new products at the heart of the festive campaign and highlighting Sainsbury’s as the supermarket destination with a delicious Christmas offering.
Plan
Sainsbury’s wanted to dial up “togetherness” and indulgence” through its media selection across the festive period. Cinema fit this brief perfectly as it’s a shared, co-viewing environment and dials up multiple senses through being the most premium AV experience available.
Alongside TV, BVOD/Online video, Social, Outdoor, Press, Radio and an Acast partnership cinema was added to the mix to help drive reach, impact, memorability and showcase the 60” ad in its fullest glory.
Running from mid-November to Christmas Eve in cinemas, Sainsbury’s bought a HFSS AGP running in reel across a range of films including Ghostbusters: Afterlife, King Richard, House of Gucci and West Side Story.
