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Sainsbury's
The Greatest Gift is Sharing

RAN IN: UK

CLIENT
Sainsbury's

Poppy Shute, Senior Marketing Manager
Laura Boothby, Head of Broadcast Marketing

AGENCY
AMV BBDO *Lead Agency

Craig Mawdsley, Joint Chief Strategy Officer
Lisa Stoney, Strategy Director


PHD media

Becci Dive, Media Group Manager
Michael Florence, Chief Strategy Officer


SUMMARY

At the trickiest time of the year, in the teeth of the toughest market conditions, Sainsbury’s 2016 Christmas campaign ‘The Greatest Gift’ surpassed all expectations delivering an expected profit ROI over £25 per £1 spent (with less media spend than competitors). By landing our seasonal platform, ‘Christmas is for sharing’ in a fresh, entertaining and emotive way, through the story of The Busby family, and collaborations with Bret McKenzie, James Corden and Gogglebox we created advertising that was indistinguishable from entertainment, proving creativity reaps the greatest returns. 

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: CINEMA;INTERACTIVE/ONLINE;Digital Video;Display Ads (Interactive/Online);OOH;Billboard;PRINT;Magazine - Digital;Magazine - Print;Newspaper - Digital;Newspaper - Print;RADIO;Spots (Radio);SEARCH ENGINE MARKETING (SEM/SEO);SOCIAL MEDIA;TV;Interactive TV/Video on Demand;Spots (TV)

Audience: Families

Objectives: Market share - increase

Classification: National

Language: English