Sainsbury’s will feature the football match that took place between the British and German forces on Christmas Day for this year’s campaign.
The supermarket has chosen the match that took place on Christmas Day in 1914 to mark the 100th anniversary of the beginning of the First World War, according to Marketing magazine.
Sources said the ‘Christmas Day truce’ match will form the focal point of the campaign, which is being developed in partnership with the Royal British Legion.
A Sainsbury’s spokeswoman said: “Our 2014 Christmas campaign has been created in partnership with the Royal British Legion as the latest expression of a 20-year relationship with them.
“As is our tradition, our full campaign will be revealed in November after Armistice Day and the conclusion of the annual Poppy Appeal campaign”.
Sainsbury’s is traditionally one of the last retailers to launch its Christmas ad because it always holds off until after Armistice Day on 11 November to air it to avoid detracting from its Poppy Day campaign.
Last year Sainsbury’s launched a 50-minute ‘Christmas in a day’ film directed by Kevin Macdonald, which was inspired by Macdonald’s 2011 ‘Life in a Day’ YouTube film.
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