Tomorrow, (2 December), the brussels sprout karaoke Snapchat lens (a world first, it seems) will go live for 24 hours.
Created by AnalogFolk and Snapchat, the lens turns heads into giant sprouts and provides music and lyrics to the ‘Every bit of Christmas’ track written by lyricist Ben "Doc Brown" Smith and composed by Mikis Michaelides for the Christmas ad by Wieden + Kennedy.
"We want the nation to love "Every Bit of Christmas" and the fun nature of the campaign as much as we do. Our #SingSprout makes sure that all the family can join in the fun this festive period," Laura Boothby, head of broadcast marketing, Sainsbury’s, said.
#SingSprout will be promoted on the brand’s Twitter and Instagram channels with a special sprout-ified version of the main TVC. Brussels sprout-headed consumers can share their Snapchat moment with all their friends and family.
"Christmas means lots of different things to lots of different people. We saw an opportunity to really bridge these divisions and bring people together - by turning everyone’s head into a sprout," Simon Richings, creative partner at AnalogFolk, said.