This year Sainsbury’s, the supermarket chain, claims to have won the Christmas ad race in terms of innovation.
Mike Florence, Head of Planning at the retailer’s media agency PHD, told Warc how the intention with the 2016 offering, The Greatest Gift, had been to move beyond relevance to surprise.
“If you’re relevant, you might turn a head, but only for a moment. If you’re surprising on top you get a deep connection,” he said. (For more details, read Warc’s exclusive report: How Sainsbury’s evolved ‘Christmas is for Sharing’.)
“In terms of innovation in the media space, we won it,” he added. “Sainsbury’s took the biggest risk and got the biggest reward.”
Data sourced from Warc, Kantar Millward Brown, Kantar TNS, Realeyes
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