Sainsbury's launches Christmas campaign
Developed in partnership with Kerr and her publishers, HarperCollins Children’s Books, ‘Mog’s Christmas Calamity’ made its debut last night at 7.15pm across ITV, Channel 4, Channel 5 and Sky.
In addition to helping to develop the concept, Kerr has written and illustrated a new Mog book to be exclusively sold in Sainsbury’s to complement the story told in the campaign.
The book is on sale in Sainsbury’s stores for £3, alongside a specially created Mog soft toy for £10. Kerr, HarperCollins Children’s Books and Sainsbury’s will donate all profits from the book and toy to Save the Children to support the charity's literacy work.
Directed by James Rouse and co-produced by Sainsbury’s and HarperCollins Children’s Books, the advertising campaign also sees Kerr make a cameo appearance in the film. The new advert is a tale of a sequence of highly improbable and entertaining events that befall the iconic and calamity-prone Mog in the early hours of Christmas morning, before the family are awake.
Mark Given, director of planning and propositions at Sainsbury’s, said: “More than any other time of year, the Christmas season is when people come together with family and friends to share simple moments and kindnesses. 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. 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.”
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