During our research, families told us that they valued quality time together more than anything else at Christmas, so for Christmas 2016, our comms strategy was grounded in that insight.

The brand campaign was creatively spearheaded by a 3½ min stop-motion animation film called ‘The Greatest Gift’.

Through the lyrics of a specially written song, the film told the story of a Dad called Dave who is struggling to balance his work life with sharing quality time with his family in the run-up to Christmas – until he finds an ingenious, uplifting solution to his problem.

SO TO BRING THIS TO LIFE IN MEDIA, WE DECIDED TO PUT SAINSBURY’S FOOD AT THE CENTRE OF THOSE QUALITY FAMILY CHRISTMAS MOMENTS.

On November 18, Gogglebox viewers were treated to a Christmas surprise.

When we INSERTED A MINI EPISODE INTO ONE OF THE SHOW’S AD BREAKS.

Viewers watched three real Gogglebox households watch and discuss the Sainsbury’s Christmas campaign.

But half way through, something magical happened.

RECREATING REAL FOOTAGE SHOT BY GOGGLEBOX’S PRODUCERS, THE SHOW’S STARS WERE TRANSFORMED INTO STOP-MOTION ANIMATION CHARACTERS AND BECAME PART OF SAINSBURY’S ANIMATED STOP-MOTION WORLD

all whilst continuing to discuss Sainsbury’s Christmas food.

The partnership was also extended to social media, where the show’s stars changed their profile pictures and tweeted about the break as it transmitted.

• The break was seen by 7m people

• Viewer retention during the break increased 19%

• The break drove 1.7m incremental Sainsbury’s store visits…

• …on which 46% of shoppers bought at least one of the products featured in the break

• Equating to £3.9m of sales of products featured

• An ROI of £6.74 for every £1 Sainsbury’s spent.