Sainsbury’s answers little girl’s big question about Santa… starring Rick Astley
Sainsbury’s has unwrapped its highly anticipated 2023 Christmas advert, and it features the renowned singer, Rick Astley.
The one-minute advert unfolds within the confines of a Sainsbury’s supermarket, where a young girl seizes the in-store public address system to pose the all-important yuletide question: “Hey Sainsbury’s, what does Santa eat for his Christmas dinner?”
The result is a burst of festive cheer as Sainsbury’s devoted employees enthusiastically chime in with their own imaginative suggestions, showcasing a delectable array of dishes from the esteemed ‘Taste the Difference Christmas’ range. This captivating campaign, skillfully crafted by the creative minds at New Commercial Arts, includes a cameo appearance by Rick Astley himself, who playfully suggests, “how about some cheese?” His whimsical query is met with lighthearted banter from his colleagues, adding a touch of humor to the ad.
The advert transitions to a bird’s-eye view of Santa’s sumptuous Christmas feast, with the overlay of Sainsbury’s recently launched brand promise, ‘Good Food for All of Us,’ introduced in September. This brand promise underscores Sainsbury’s commitment to providing innovative, affordable, and delicious food for all customers.
The advert includes real Sainsbury’s employees, a first for the retailer’s holiday campaign. This serves to emphasise the invaluable role played by Sainsbury’s 152,000 colleagues across the nation, not just during the festive season but throughout the year.
For those eagerly awaiting the festive season, the advert is scheduled to premiere on ITV during Coronation Street, at 8 pm.
Emma Bisley, Sainsbury’s Head of Campaigns, shared her thoughts, saying, “The festive season is a magical time of year, and our role is to ensure our customers enjoy an exceptionally special Christmas, especially when it comes to food. With this year’s advert, we aimed to capture the holiday spirit and showcase Sainsbury’s wide range of delectable and high-quality products, because good food should be accessible to all.”
In addition to the 60-second advert, Sainsbury’s will also release a series of 20-second films that focus on various aspects of festive shopping, including party food, desserts, and budget-friendly options. These short films follow the theme of ‘Hey Sainsbury’s’ and highlight that there’s a delightful solution for everyone, regardless of their circumstances, budget, or culinary preferences.
