Christmas is for sharing

IPA Effectiveness Awards Case Study 2018


Between 2013 and 2017, a Christmas miracle happened. Sainsbury’s used the power of entertainment to boost brand profile at the most important time of the year, investing in creativity, rather than media, to make a huge difference to the business. Christmas Is For Sharing generated four breakthrough campaigns, contributing £1.7 billion to the business over four years during one of the toughest periods in Sainsbury’s history. These campaigns have now earned 94 creative awards, contributing to a significant cultural impact, helping make Christmas an event in UK advertising.

Register interest to download case study >

Laura Boothby, Head of Broadcast Marketing
Sainsbury's

Shortlist 2018

Title

Christmas is for sharing

Brand

Sainsbury's

Client

Sainsbury's

Agency

AMV BBDO
PHD Media

Principal Authors

  • Craig Mawdsley - AMV BBDO
  • Lisa Stoney - AMV BBDO

Contributing Authors

  • Laura Boothby - Sainsbury's
  • Becci Dive - PHD Media
  • Michael Florence - PHD Media
  • Simon French - Sainsbury’s
  • Poppy Shute - Sainsbury’s
  • Rebecca Tasker - Nielsen
  • Zoe Moody - Morar HPI
  • Alice Beauchamp - Morar HPI

Credited Companies

  • PHD Media - Media Agency
  • Morar HPI - 0
  • Nielsen - 0

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Shortlist 2018

Title

Christmas is for sharing

Brand

Sainsbury's

Client

Sainsbury's

Agency

AMV BBDO
PHD Media

Principal Authors

  • Craig Mawdsley - AMV BBDO
  • Lisa Stoney - AMV BBDO

Contributing Authors

  • Laura Boothby - Sainsbury's
  • Becci Dive - PHD Media
  • Michael Florence - PHD Media
  • Simon French - Sainsbury’s
  • Poppy Shute - Sainsbury’s
  • Rebecca Tasker - Nielsen
  • Zoe Moody - Morar HPI
  • Alice Beauchamp - Morar HPI

Credited Companies

  • PHD Media - Media Agency
  • Morar HPI - 0
  • Nielsen - 0

Christmas is for sharing

IPA Effectiveness Awards Case Study 2018


Between 2013 and 2017, a Christmas miracle happened. Sainsbury’s used the power of entertainment to boost brand profile at the most important time of the year, investing in creativity, rather than media, to make a huge difference to the business. Christmas Is For Sharing generated four breakthrough campaigns, contributing £1.7 billion to the business over four years during one of the toughest periods in Sainsbury’s history. These campaigns have now earned 94 creative awards, contributing to a significant cultural impact, helping make Christmas an event in UK advertising.

Register interest to download case study >