Sainsbury's Reveals Above The Line Christmas Marketing

Sainsbury's has unveiled its festive season ads - this year they will focus on to celebrating the little moments and events that lead up to Christmas day.

No less than 14 TV advertisements will begin broadcasting from 13 November, with the first three running back to back. The remaining eleven that completing the campaign will broadcast in the weeks leading up to New Year's Eve, with a different ad to be aired each day to ensure viewers see as many as possible.

The above the line festive campaign was created by AMV BBDO, with the ads produced by Smuggler. They will be accompanied by a music track called "Through Frozen Forests" by relatively unknown artist Aaron Espe.

Sainsbury's marketing director, Sarah Warby, commented: "Christmas is a really special time for our customers and colleagues and we know that it's not just one day that makes Christmas special, but a series of moments that are celebrated throughout the holiday season."

To complement their advertisements, Sainsbury's will also roll out its first interactive outdoor campaign - the public will be invited to "test" the poster's lights by pushing a switch on a giant plug and socket, representing the moment when Britons unpack their Christmas lights to see if they will last another year.

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