// For the first time, Sainsbury’s is rolling out 3 adverts for Christmas, centred around family memories & Christmas food
// Gravy Song will premiere tonight during The Voice, followed by Perfect Portions on Monday & Big Sarnie on Nov 19
// Sainsbury’s is also returning its Brighten a Million Christmases charity donation drive
Sainsbury’s has revealed the first in a series of three Christmas adverts that aim to celebrate culinary memories with loved ones and festive nostalgia.
The first of the adverts, Gravy Song, will go live online from this morning while making its premiere on TV tonight during the The Voice.
This is the first time the Big 4 giant has produced more than one Christmas advert for a single festive season.
The next one in the series, Perfect Portions, will premiere on on Monday while Big Sarnie will be revealed on November 19.
Each of the adverts are brought to life through a combination of home-video-style footage and phone conversations between family members in the present day.
Gravy Song focuses on a father and daughter’s excitement and memories around Christmas, and how it gets them talking about his gravy and his “famous” gravy song.
Meanwhile, Perfect Portions will show a mother and son sharing happy memories of Christmases past and reminiscing about the way their dad used to carve the turkey years ago.
The final installation in the series, Big Sarnie, will show two cousins catching up and remembering Boxing Days of the past at their grandmother’s.
Each advert ends with the line “Food is home. Home is Christmas”, and Sainsbury’s said they “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”.
Sainsbury’s head of broadcast marketing Emma Bisley said: “We know that this year has been different for everyone, so we wanted to take a different approach with our Christmas campaign by simply reminding people that Christmas dishes are gestures of love and care, served by up by those who matter most.
“It’s our memories of these dishes, prepared by the people we love, that have the power to transport us home – whether we’re there or not.
“It was important to us to focus on family connections and emotions, creating a relatable and heartfelt look at the memories Christmas brings, whilst providing a sense of optimism throughout. We hope everyone enjoys watching the collection and it takes them back to their fondest memories of food, home and Christmas.”
Meanwhile, between December 1-14, Sainsbury’s is bringing back its Brighten a Million Christmases donation drive, which will see the retailer match customer donations up to £4 million.
As part of the initiative, Sainsbury’s is inviting customers to donate food and other essential products or cash in store and online and will match every donation, doubling every customer’s contribution.