Sainsbury's: Christmas is for sharing
This case study focuses on the fame-generating 'Christmas is for sharing' campaigns run by Sainsbury's in 2014 and 2015 during tough market conditions. These include the emotive 'Christmas Truce' film which marked a World War I anniversary in partnership with the Royal British Legion, and the follow-up, 'Mog's Christmas Calamity', which promoted child literacy with Save the Children. It provides evidence that both iterations achieved high, positive brand scores, prompting consumers to share content and buy specific products, which raised money for charity partners. In successive years, Sainsbury's outpeformed its big four rivals in value and volume share. The 2014 campaign was estimated to have generated a profit ROI of 24.34 for every 1 invested, and the 2015 activity to have paid back at least as much again.