Sainsbury's Christmas ads through the years

Following Wednesday night's unveiling of Sainsbury's epic World War I-themed Christmas ad, Campaign looks back at some of the supermarket's classic festive ads.

"Everything you need for a party" 2000

In the above ad from 2000 Jamie Oliver is seen in his kitchen getting ready for his Christmas party dishing out crisps and nuts, and making dips and cocktails.

The spot also features his wife Jules getting ready for the party, blow-drying her hair and picking out a dress.

"Jamie & Jules" 2000

It’s Jules Oliver's turn to cook Christmas dinner, but she says that she hates cooking. So she takes a trip to Sainsbury’s while Jamie gets the tree ready.

The voiceover at the end says, "You don’t need to be a great cook to have a great Christmas with Sainsbury’s."

"Ant and Dec" 2008

Jamie Oliver starred alongside Ant and Dec in this ad. The chef literally bumps into the duo in the supermarket filling up their trolley with pickled onion and pineapple chunks.

Oliver takes pity on them and shows them how to make salmon, Stilton and cranberry toasted ciabattas for their Christmas party.

"Panto" 2011

In the above ad from 2011 the spot cuts from showing people dressed up as pantomime characters to a close up of Jamie Oliver cooking Christmas dinner.

He takes it into a theatre where all the characters come and sit down to enjoy the food together for a "show-stopping Christmas".

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content