On Thursday evening Sainsbury’s unveiled a new advertising campaign, one that’s a faraway venture from last year’s controversial Christmas ad that recreated a World War One truce.
The Big Four grocer’s Christmas ad features a renowned children’s book characters, Judith Kerr’s Mog, to highlight the importance of sharing at Christmas. Developed in partnership with Judith’s publishers HarperCollins Children’s Books, and titled ‘Mog’s Christmas Calamity’, the campaign will help raise vital funds for Save the Children to improve child literacy across the UK.
Directed by James Rouse, and co-produced by Sainsbury’s and HarperCollins Children’s Books, the campaign has been created in collaboration with Judith Kerr herself, who also makes a cameo appearance in the film. The new advert is a charming tale of a sequence of highly improbable and entertaining events that befall the iconic and calamity-prone Mog in the early hours of Christmas morning, before the family are awake.
Sainsbury’s approached Judith Kerr and her publisher HarperCollins Children’s Books, developing the concept for the story together, with Judith writing and illustrating a new Mog book, to be exclusively sold in Sainsbury’s to complement the story told in the campaign. The campaign is designed to entertain children and families across the UK, as well as raising funds to improve children’s literacy, with the book on sale in Sainsbury’s stores for £3, alongside a specially created Mog soft toy for £10. Judith Kerr, HarperCollins Children’s Books and Sainsbury’s will donate all profits from the book and toy to Save the Children to support their literacy work, making a positive and lasting difference to children in the UK.