03 November 2023 , 00:01
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Sainsbury’s is kicking off the countdown to Christmas with its highly-anticipated Christmas advert airing for the first time today - starring none other than Rick Astley.
Set in a Sainsbury’s store as customers are busy shopping for their big day essentials, the advert sees a curious little girl as she steps up to the in-store tannoy to ask the all-important question: ‘Hey Sainsbury’s, what does Santa eat for his Christmas dinner?
Despite initial gasps across the store and from the Big Fella himself, her question sparks a flurry of responses from colleagues while they’re working in stores and delivering shopping to customers’ doors, with each of them offering their suggestions of festive dishes, showstoppers and treats. As the colleagues share their recommendations, items magically appear, deliciously plated on Santa’s Christmas dinner table.
Music icon Rick helps a little girl collect all the special festive treats for her Santa ClausSanta then revels in the feast appearing before him. In the store, pop icon Rick Astley has his own idea about what Santa might like, innocently asking “How about some cheese?” Quickly two Sainsbury’s colleagues are not afraid to tell him what they think with Elysha responding, “C’mon Rick, cheese before pudding, you know the rules” and Jason singing “And so do I” in an all too familiar tune as Rick laughs on.
Focus then shifts to dessert as Santa is offered freshly baked mince pies, however, he is disheartened by the suggestion of this Christmas staple yet again. So, colleague Raj swiftly steps in with the show-stopping Taste the Difference Home for Christmas Chocolate Mousse, which seems to tick the box.
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This year’s advert signs off with a birds-eye view of Santa’s Christmas feast and an overlay of Sainsbury’s newly announced brand promise ‘Good Food for All of Us’.
Speaking about his role in the wholesome advert, music icon Rick Astley said: “For me, food plays such an important part during the holidays and we’re always looking to bring something exciting to the Christmas dinner table whether that’s a new starter or a surprise show-stopping dessert.
“It was a real honour and so much fun to join in on the advert - even if they did pull me up on my cheeseboard before dessert suggestion," he added.
Rick steals the show in the wholesome advert (Sainsburys)Elsewhere, Emma Bisley, who is the Head of Campaigns, at Sainsbury’s, said: “The festive season is a magical time of year and our role is to help our customers have an extra special Christmas, especially when it comes to the food. We wanted to create an advert that champions our colleagues all over the country.
“With this year’s advert, we wanted to bring to life the fun of the holidays and the excitement that comes with planning Christmas dinner, while showcasing Sainsbury’s variety of delicious and quality products because good food should be for all.”
For the first time, real-life Sainsbury’s employees feature in the retailer’s advert to emphasise the helpful role its 152,000 colleagues up and down the country play at Christmas and all year round.