Each of the ads below were created by Abbott Mead Vickers BBDO.
2014: "Christmas is for sharing"
Last year Sainsbury’s promoted its partnership with The Royal British Legion by retelling the story of the legendary Christmas football match between German and British forces in World War I. The ad divided public opinion, with some asking whether it trampled on sacred memories, and the Advertising Standards Authority received more than 700 complaints about it.
2013: "Christmas in a day"
The director Kevin Macdonald asked families across the country to document their Christmas for a 50-minute film released on YouTube. TV ads were created from the footage, showcasing the best bits and characters.
2012: "Christmas days"
Sainsbury’s 2012 campaign comprised 14 TV ads that aimed to celebrate different moments of the festive season. The spots were rolled out between November and New Year’s Eve and were set to the soundtrack Through Frozen Forests by Aaron Espe.
In his last ad as the face of the brand, Jamie Oliver cooks Christmas dinner for a full pantomime cast including Snow White and the Seven Dwarfs, Captain Hook and Cinderella’s Ugly Sisters.
2010: "perfect Christmas"
Starring Jamie Oliver, the ad shows people gathering for the holiday and gave people a chance to win the perfect Christmas delivered to their door.
2009: "Christmas truck"
Jamie Oliver takes a road trip around the UK in a Sainsbury’s truck, stopping off to feed various townspeople.
2008: "Ant and Dec"
Ant and Dec bump into Oliver in the supermarket. The chef takes pity on them after noticing their trolley is full of pickled onions and pineapple and shows them a recipe for a better meal.