Sainsbury’s launches Christmas advert with First World War theme

Sainsbury’s has unveiled a new advertising campaign featuring an account of the 1914 First World War Christmas truce.

Sainsbury's launches Christmas advert with First World War theme

Called ‘Christmas is for Sharing’, the supermarket chain’s TV ad aired for the first time on Wednesday (November 12) in the ‘Coronation Street’ ad break to help raise funds and awareness of The Royal British Legion’s work supporting servicemen and women.

The advert is a creative interpretation of Christmas Day 1914, when British and German soldiers laid down their arms and came together on neutral territory to share a game of football. The story is told from the perspective of a young British soldier who ventures from his trench onto No Man’s Land to greet his rivals. He shares a moment of friendship with a young German soldier and, as the truce ends and they return to their trenches, the German soldier discovers that his British friend has hidden the gift of a chocolate bar in his pocket.

The campaign is the latest expression of Sainsbury’s 20-year relationship with The Royal British Legion. The chocolate bar featured in the ad will be available for Sainsbury’s customers to buy for £1 in the run up to Christmas, with all profits donated to The Royal British Legion. The limited edition 100g Taste the Difference Belgian Milk Chocolate bar is manufactured in Ypres, Belgium, and features the same period packaging seen in the ad.

Charles Byrne, director of fundraising for The Royal British Legion, commented: “We’re very proud of our 20 year partnership with Sainsbury’s and this campaign is particularly important. One hundred years on from the 1914 Christmas truce, the campaign remembers the fallen, while helping to raise vital funds to support the future of living. Established after the First World War, The Royal British Legion continues its work to support members of the Armed Forces, ex-Service men and women and their families, now and for the rest of their lives.”

Sainsbury’s head of brand communications Mark Given added: “Christmas is a special time of year when people come together to share simple moments and kindnesses. This year, we wanted to reflect that theme of sharing in our Christmas campaign through the lens of one of the most extraordinary moments of sharing in modern history. The Christmas truce is an emotive and cherished story in our history that is especially poignant in this First World War centenary year. That’s why we have worked together closely with the Legion to ensure we bring this moment to life with authenticity and respect.

“We know many of our customers feel as passionately about the incredible work of the Legion as we do. We hope our campaign will raise awareness and funds for the Legion and inspire our customers to share a memorable Christmas with family and friends.”

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