![]() ![]() This year, we’re proud to be working with renowned children’s author Judith Kerr to create a magical new Mog story to be enjoyed by parents and children and to support the important cause of helping Save the Children to improve child literacy in the UK. “For many families the sharing of stories is an important part of their Christmas celebrations and is often a tradition that is passed down through generations. Mark Given, Director of Planning and Propositions, Sainsbury’s, commented: In 2012 she was awarded an OBE for services to children’s literature and holocaust education. ![]() Judith Kerr, 92, makes a cameo appearance in the film. Sainsbury’s is promoting it on social media with the hashtag #Christmasisforsharing. Mog’s Christmas Calamity advert is 3’30″” and aired for the first time yesterday simultaneously on ITV, Channel 4, Channel 5 and Sky. The ad will also feature in key spots such as Coronation Street, XFactor and I’m a Celebrity get me out of here across Friday, Saturday and Sunday. He concluded: “The move for Home Retail and Argos is simple in that the retail businesses that win will be the ones who combine a strong psychical and digital presence.Profits from sales of Mog’s Christmas Calamity will be donated to Save the Children ![]() “At the end of the day our brand is built on the differentiation of the quality we offer and over Christmas we tried to put a lot of emphasis on product quality to prove that quality is still a real driver,” he explained.Īnd if Sainsbury’s bid to acquire Argos is to go through, Coupe says it will give the brand an even greater point of difference. He said Sainsbury’s food-focused ‘Little Twists’ campaign has aimed to bring a focus on quality back to its food marketing. We’ve never been more competitive on price,” Coupe added. “One of the reasons we’ve been successful and seen volumes grow in our business once again this quarter is because we attracted more customers back to Sainsbury’s through our pricing strategy. In particular, its advertising has had a focus on the lower prices of everyday items.”Ĭoupe, however, denied that being drawn into the price war had lessened Sainsbury’s perception as a brand more focused on the premium end when compared to its big four supermarket rivals. They now have an interesting job to try to top what they produced with Mog.” Coupe says Sainsbury’s Little Twists campaign helped it to reinforce its quality credentialsĪcross 2015, Sainsbury’s invested heavily in price as it aimed to lower the gap with the discounters Aldi and Lidl. “The brief for Christmas 2016 is already out there with our marketing team and agencies. He added: “You can draw your own conclusions but I can say we were very pleased so let’s wait and see. The Mog’s Christmas calamity ad has nearly 37 million online views while Sainsbury’s sold more than 100,000 tie-in books and cuddly toys raising £1.5m for Save The Children’s campaign to improve child literacy.Ĭoupe, when asked by Marketing Week if the character could return, did not rule it out. In a brand health study by Waggener Edstrom (WE), Sainsbury’s finished below Aldi, M&S and John Lewis in its rankings for the most engaging Christmas ads (LINK). The story is of the hapless cats nightmare in which he discovers that his familys. “Mog had great resonance with customers, created a buzz in-store and was different to anything that had come before it, which is always a challenge when you’re creating a Christmas advert.” Mike Coupe, chief executive at Sainsbury’s Sainsburys hopes Mogs Christmas Calamity is a sales success. Speaking to Marketing Week on a press call today (13 January), Coupe said: “If you look at the YouTube views and the people who actually took time out to look at a piece of advertising then I suspect Mog was not only our most successful campaign ever but also the most successful for a British supermarket as well. However Sainsbury’s recorded 30 million customer transactions in the seven days before Christmas (up 2.6% year-on-year) and credited the campaign for producing “great resonance” with customers. 26 November 2015 J ohn Lewis' Christmas advert may have been the most highly anticipated advert of 2015, but it may not turn out to be the most successful. The supermarket saw a 0.4% fall in like-for-like sales for the three months to 9 January as a competitive retail environment continued to hinder growth. ![]()
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