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Sainsbury's – Food is Home
The challenge
Create Sainsbury’s 2020 Christmas campaign.
What we did
We worked with Sainsbury’s to create a series of three films, a first for the retailer’s Christmas campaigns.
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).
‘Perfect Portions’ showsa 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’, follows 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.
The films are supported by a nationwide print and out of home campaign.
The effects
Check back at a later date for results.
