Following the launch of Sainsbury’s stop-motion Christmas is for Sharing campaign on Monday 14th November, PHD conceived and brokered a partnership with Channel 4 and Gogglebox producers Studio Lambert to launch the supermarket’s food-specific 2016 Christmas campaign.

A first of its kind ad-break was  aired on Gogglebox on Friday 18th November, marking the first time Sainsbury’s  delivered a Christmas advertising campaign which integrated both the brand and food creative.

The first ad break of Gogglebox  featured the launch of Sainsbury’s Christmas food ad, which extends the story of the characters who were introduced in the brand ad on Monday 14th November and featured specific products from the Sainsbury’s Christmas food range.

For the entirety of the show’s second ad break (approximately 9.30pm), a new ad appeared, featuring three real Gogglebox households (Jenny & Lee, Giles & Mary & Stephen and Chris) watching both the Sainsbury’s Christmas Brand ad from Monday and the Sainsbury’s Christmas food ad that ran in the previous break.

While they discussed the ads, reality and the ad became one as each pair of Gogglebox commentators were transformed into stop-motion character puppets and became part of Sainsbury’s Christmas world.


The break was created in full partnership with Gogglebox creators Studio Lambert, who filmed and edited the ad’s live action sequences, alongside Passion who produced and created the stop-motion, using the same technology as used within the Sainsbury’s food and brand ads.

Poppy Shute, Campaign Manager at Sainsbury’s said “Working with Gogglebox has been really exciting and we have the opportunity to entertain families more than ever before, and put our Christmas food offering at the heart of that entertainment.”

Mike Florence, head of planning, PHD said “Gogglebox gives an authentic snapshot into the lives of different families across the UK that are truly representative of modern Britain, and we know it’s a show that Sainsbury’s customers enjoy and can relate to.”

Tania Alexander, creator and executive producer of Gogglebox said “We are fiercely protective of both the Gogglebox brand and the Gogglebox cast and only consider brands with an obvious fit. When PHD and Channel 4 approached us about partnering with Sainsbury’s I felt both brands were really well aligned. The cast involved really enjoyed the filming and from my point of view it’s instantly recognisable as a Gogglebox moment with something uniquely special on top.”

Chris Braithwaite, agency principal at Channel 4 said “Sainsbury’s Christmas advertising is a national institution, and we are so excited to combine it with our biggest show – Gogglebox – to create an ad break with a twist.”

The partnership was brokered by Nick Scott, group partnership manager, Channel 4 and Scott Webb, Lucy Brown and Becci Dive, PHD.

This story broke in Campaign

You can watch the full break here