The UK’s two largest supermarket operators unveiled their Christmas ads over the weekend as they look to capitalise on what is hoped will be a bumper trading period after last year’s celebrations were curtailed by a Covid-19 lockdown.
Tesco’s campaign focuses on the idea that nothing will get in the way of Christmas this year.
The TV advert (see below), with the soundtrack of Queen’s ‘Don’t Stop Me Now’, has been created in 90, 60, and 30-second versions, with supporting activity across radio, social media, in-store and press marketing.
Tesco’s Chief Customer Officer Alessandra Bellini said. “Whenever we set out to create our campaigns, we want to be sure that we capture how the nation really feels and reflect that.
“Our research revealed that people are looking forward to meaningful get-togethers with their loved ones again and given the backdrop of cancelled plans of last year they won’t let anything stop them having a proper celebration this year.
“This got us thinking about all the little things that have the potential to get in our way – from running out of mince pies to running late to a Christmas party – and the nation’s determined spirit that ensures we’ll overcome them all.
“We hope our joyful festive ad will resonate and put a smile on people’s faces as we prepare for a season of well-deserved celebrations. After all, this Christmas, nothing’s stopping us.”
Meanwhile, Sainsbury’s Christmas advert (see below) debuted on TV last night. Called ‘A Christmas to Savour’, this year’s ad aims to celebrate the enjoyment of friends and family coming together on the big day and immerses viewers in a single moment as the retailer looks to create a sentimental snapshot of a classic Christmas.
Radha Davies, director of brand communications and creative at Sainsbury’s, said: “With so many of us unable to spend Christmas with our loved one’s last year we, along with the nation, are really excited to fully celebrate Christmas once more.
“One of the true highlights of the festive season is the much-anticipated Christmas dinner. Whilst the food is important, it’s also about what that meal represents, spending quality time with loved ones, catching up, enjoying a delicious meal and above all, having fun together.
“That’s why we decided to focus on savouring every moment with this year’s ad. We really hope everyone truly gets to enjoy themselves this year and can make it one to remember.”
