Between 2013 and 2017, Sainsbury’s used the power of entertainment to boost brand profile at the most important time of the year, investing in creativity, rather than media, to make a huge difference to the business. ‘Christmas Is For Sharing’ generated four breakthrough campaigns, contributing £1.7 billion to the business over four years during one of the toughest periods in Sainsbury’s history. At the time of writing, these campaigns have earned 94 creative awards, contributing to a significant cultural impact, helping make Christmas an event in UK advertising.