Campaign of the week: Sainsbury's ambitious Christmas ad risks being too divisive

The campaign depicts ordinary people preparing for Christmas

Sainsbury’s ambitious festive campaign is a radical step-change for the grocer, but it is questionable whether the ad is what shoppers really want from Christmas advertising.

Subscription content

Please sign in now if you have a subscription

Retail Week

Subscribe now for full access or register now to continue reading

Retail Week is the most trusted source of business intelligence for the retail industry. Subscribe now to enjoy:

  • Unlimited access to
  • Expert analysis and in-depth industry reports
  • Exclusive newsletters and breaking news alerts
  • Retail Week magazine

Discover Retail Week subscribe now

Please note, if you have recently purchased a subscription, it may take a few minutes before your account is updated.