Christmas is for sharing

IPA Effectiveness Awards Case Study 2016


This case study focuses on the fame-generating ‘Christmas is for sharing’ campaigns run by Sainsbury’s in 2014 and 2015 during tough market conditions. These include the emotive ‘Christmas Truce’ film which marked a World War I anniversary in partnership with the Royal British Legion, and the follow-up, ‘Mog’s Christmas Calamity’, which promoted child literacy with Save the Children. It provides evidence that both iterations achieved high, positive brand scores, prompting consumers to share content and buy specific products, which raised money for charity partners. In successive years, Sainsbury’s outpeformed its big four rivals in value and volume share. The 2014 campaign was estimated to have generated a profit ROI of £24.34 for every £1 invested, and the 2015 activity to have paid back at least as much again.

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“It’s the sheer simplicity of the ‘Christmas is for Sharing’ platform that is its strength - sometimes the best strategies can be those that are sitting right in front of you. “The results have proven that taking a longer-term view yields not only a significantly stronger ROI but has also given us a point of view at the most important time of year in the retail calendar.”

Mark Given, Director of Marketing Communications
Sainsbury's

Winners 2016

Silver Winner

Title

Christmas is for sharing

Brand

Sainsbury's

Client

Sainsbury's

Agency

AMV BBDO

Principal Authors

  • Craig Mawdsley - AMVBBDO
  • Lisa Stoney - AMVBBDO
  • Cat Wiles - AMVBBDO

Contributing Authors

  • Alice Beauchamp - HPI Research
  • Laura Boothby - Sainsbury's
  • Sophie Caron - AMVBBDO
  • Ruth Cranston - Sainsbury's
  • Liam Doyle - PHD Media
  • Michael Florence - PHD Media
  • Simon French - Sainsbury's
  • Mark Given - Sainsbury's
  • Anna Hancock - PHD Media
  • Chris Magniac - PHD Media
  • Sarah Mamou - Analog Folk
  • Jack Miles - HPI Research

Credited Companies

  • AMV BBDO - Creative Agency
  • Annalect - Econometrics
  • Harper Collins - Other|Publishers
  • Golin - Integrated Agency
  • The Royal British Legion - Other|Charity Partnership

This case really highlights the role of fame and cultural impact in growing brand value, shifting measures on awareness, relevance and consideration as well as a longer-term vision. Wendy Proctor, Ministry of Defence

Shortlist 2018

Silver Winner

Title

Christmas is for sharing

Brand

Sainsbury's

Client

Sainsbury's

Agency

AMV BBDO

Principal Authors

  • Craig Mawdsley - AMVBBDO
  • Lisa Stoney - AMVBBDO
  • Cat Wiles - AMVBBDO

Contributing Authors

  • Alice Beauchamp - HPI Research
  • Laura Boothby - Sainsbury's
  • Sophie Caron - AMVBBDO
  • Ruth Cranston - Sainsbury's
  • Liam Doyle - PHD Media
  • Michael Florence - PHD Media
  • Simon French - Sainsbury's
  • Mark Given - Sainsbury's
  • Anna Hancock - PHD Media
  • Chris Magniac - PHD Media
  • Sarah Mamou - Analog Folk
  • Jack Miles - HPI Research

Credited Companies

  • AMV BBDO - Creative Agency
  • Annalect - Econometrics
  • Harper Collins - Other|Publishers
  • Golin - Integrated Agency
  • The Royal British Legion - Other|Charity Partnership

This case really highlights the role of fame and cultural impact in growing brand value, shifting measures on awareness, relevance and consideration as well as a longer-term vision. Wendy Proctor, Ministry of Defence

Christmas is for sharing

IPA Effectiveness Awards Case Study 2016


This case study focuses on the fame-generating ‘Christmas is for sharing’ campaigns run by Sainsbury’s in 2014 and 2015 during tough market conditions. These include the emotive ‘Christmas Truce’ film which marked a World War I anniversary in partnership with the Royal British Legion, and the follow-up, ‘Mog’s Christmas Calamity’, which promoted child literacy with Save the Children. It provides evidence that both iterations achieved high, positive brand scores, prompting consumers to share content and buy specific products, which raised money for charity partners. In successive years, Sainsbury’s outpeformed its big four rivals in value and volume share. The 2014 campaign was estimated to have generated a profit ROI of £24.34 for every £1 invested, and the 2015 activity to have paid back at least as much again.

Click to purchase this case study >