Sainsbury's trio of nostalgic Christmas ads celebrate food, family and memory.
The series, created by Wieden & Kennedy London, is a departure from the supermarket’s previous approach of creating one, big, blockbuster film for the festive season. Each spot focuses on a modern British family and their personal connection to a particular Christmas food. The stories come to life through a combination of home-video-style footage and phone calls between family members, in a nod to how many people have been staying in touch with loved ones from a distance during the coronavirus pandemic.
"Gravy song" is about a dad who made up a special song for his beloved gravy, while "Perfect portions" features a woman and her son reminiscing about the way dad used to carve the turkey. "Big sarnie" shows two cousins catching up and remembering previous Boxing Days at their nan’s house.