Sainsbury’s has unveiled its Christmas advertising campaign – which stars children’s book character Mog the cat.

The retailer worked with publishers HarperCollins Children’s Books to bring Judith Kerr’s feline character to life in three-and-a-half minute ad Mog’s Christmas Calamity, which aired for the first time last night (12 November) on ITV, Channel 4, Channel 5 and Sky simultaneously at 7.15pm. The ad tells of a sequence of improbable and entertaining events that befall the calamity-prone Mog in the early hours of Christmas morning.

Kerr has also written and illustrated a new Mog book, to be exclusively sold in Sainsbury’s to complement the story in the campaign. It is on sale in Sainsbury’s for £3 alongside a specially created Mog soft toy for £10. Kerr, HarperCollins and Sainsbury’s will donate all profits from the book and toy to Save the Children to support their literacy work.

“More than any other time of year, the Christmas season is when people come together with family and friends to share simple moments and kindnesses,” said Sainsbury’s planning and propositions director Mark Given . “For many families the sharing of stories is an important part of their Christmas celebrations, and we’re proud to be working with Judith Kerr to create a new Mog story to be enjoyed by parents and children and to help Save the Children to improve child literacy in the UK.”

Save the Children said it was grateful for the spotlight the campaign put on the issue of child literacy.

“Thanks to the support of everyone involved in this campaign, we will be able to give more UK children - particularly those children from the poorest families - the essential early language skills they need to succeed in life,” added Tanya Steele, Save the Children executive director of marketing, fundraising and communications.