Trading conditions continued to be tough, so Sainsbury's thought hard about how we could enhance further our Christmas performance of 2014.
They did so by giving the nation a story to share, to help parents spend more time with their children, and to raise money to help with childrens' literacy in partnership with Save The Children.
Sainsbury's story revived Judith Kerr's much loved cat, Mog, as a movie and a book, creating content that felt hke a faithful addition to the Mog canon, but also a wholehearted execution of Sainsbury's idea that Christmas is for Sharing.
The results
They built awareness, earned huge social media engagement, created the most watched UK Christmas ad on YouTube ever, raised over £16M for Save The Children and helped Sainsbury's to be the only Big 4 grocer to grow in the run up to Christmas 2015, with more customers served in store than ever before.
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