Sainsbury's Christmas campaign highlights child literacy with Mog author Judith Kerr

Sainsbury's has launched a Christmas campaign highlighting and raising money for child literacy, with a film of a new story by children's author and illustrator Judith Kerr as the centrepiece.

Sainsbury's hopes Mog's Christmas Calamity is a sales success
Sainsbury's hopes Mog's Christmas Calamity is a sales success
The supermarket unveiled the film during the break in ITV's Emmerdale at 7.15pm on Thursday, as well as 50 other commercial channels, to ensure the biggest audience for its big reveal. 

Sainsbury’s said the release, across so many channels simultaneously, was a departure for a campaign of this kind. 

The film is a version of a new story about Mog called Mog’s Christmas Calamity by Kerr, who is also the author of The Tiger Who Came to Tea.

The story is of the hapless cat's nightmare in which he discovers that his family’s Christmas turkey is on fire and the havoc which then ensues.

Kerr, who has a cameo role in the film, and publisher HarperCollins collaborated with Sainsbury’s and the charity Save The Children to write the story ahead of the campaign.

The author spent three months on the story and worked on it during the summer because she said the light was better in her studio in Barnes, south west London. The charity and HarperCollins are members of the Read On. Get On. coalition to promote child literacy.

During the Christmas period, there will be displays of the book, sold for £3 as well as Mog cuddly toys for £10, with all profits going to Save The Children, which will spend the money on literacy programmes.

The film was created by AMVBBDO and produced by FrameStore, the production company on the Paddington bear movie.
In addition to airing on television, the film will also be hosted on Sainsbury’s Facebook page and the conversation continued on Twitter with the hashtag #christmasisforsharing. The retailer has put its social media team on alert to respond to the public’s conversation following the airing of the film.

Sainsbury’s has retained its ‘Christmas is for sharing’ strapline from last year, after deciding that it still has resonance with the public.  

As well as the Mog film, Sainsbury’s intends to run additional material highlighting its Christmas food range.

The campaign is a continuation of Sainsbury’s charity partnership approach to the Christmas period - last year it released a First World War film, to mark the centenary of the outbreak of the conflict, and sold a chocolate bar in period wrapping with profits going to ongoing charity partner the Royal British Legion.

The supermarket was caught off-guard by demand for the chocolate bar, but PRWeek understands it has taken steps to make sure it can meet demand for Kerr’s Mog book this year.

Mark Given, director of propositions at Sainsbury’s, told PRWeek: "I can in confidence say that this is the most integrated campaign we’ve ever run. Our packaging, in-store, advertising and social media will all tie beautifully together."

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