Watch: Sainsbury’s Christmas builds on retailer’s 150th anniversary story

Sainsbury's ad

Sainsbury’s festive advert for this year builds on the grocer’s 150th anniversary and a tongue-in-cheek origin story for the creation of St Nicholas.

Set in Dickensian London in 1869, the year the first Sainsbury’s shop opened, the advert features John James and Mary Ann Sainsbury and a young chimney-sweep called Nick.

The advert forms a key part of Sainsbury’s birthday celebrations and carries the tagline “Helping make Christmas, Christmas since 1869”. Additional food and drink TV, radio, print, digital and social media advertising will be released closer to December 25 with the same message.

The full spot will run on YouTube and other digital channels. A 90-second version of the ad will debut this evening during Emmerdale.

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