Last year, Gogglebox showed members of the public watching "the bear and the hare", created by Adam & Eve/DDB, and trying to guess which brand the ad was for. This year, the show will form part of the campaign.
The focus of the campaign activity will be on Channel 4’s platforms.
Meanwhile, with the 2014 Christmas sales period poised to be one of the most competitive in years, Sainsbury’s festive campaign, created by Abbott Mead Vickers BBDO, will centre on the World War I Christmas truce in 1914. The activity will feature British and German soldiers emerging from the trenches to take part in a game of football.