Morrisons and Sainsbury’s are set to unveil their festive ads in the next few days - the last of the top five to do so. And just like their rivals, who all launched their Christmas offerings last week, the campaigns both focus on ‘real’ Christmas experiences.
Morrisons has ditched last year’s celebrities for a humorous take on family preparations for the big day. The 90-second ad, which breaks tomorrow night during The X Factor results show, features situations such as struggling to get the tree out of the loft, making school nativity costumes and entertaining unexpected guests.
Morrisons said that portraying “the hard work and comedy moments that go into making the day special” showed that it “understood the pressures that families faced”. The ad is backed by 20-second slots that show how Morrisons can help solve the problems faced.
Sainsbury’s campaign, meanwhile, breaks next week. In a similar vein to Morrisons’, it focuses on 12 key moments faced by families in the run-up to the festive season, such as testing the Christmas lights and trying to fit all the Christmas food into the fridge.
The series of 12 ads, three of which will run back-to-back on Tuesday during Emmerdale, will be supported by a press, outdoor and online campaign with the strapline ‘Christmas Days at Sainsbury’s’.
Both retailers will be hoping to avoid the furore sparked by Asda’s campaign, launched last week. The ad, featuring a busy mum, has been branded sexist and prompted complaints to the Advertising Standards Authority.
Yet, the ad came top when a panel of advertising experts analysed the festive offerings of Asda, Tesco, Waitrose and The Co-operative Group for The Grocer.