Brief
Sainsbury's were losing ground on quality perceptions meaning their premium range, Taste The Difference, was losing out to rivals. Premium-focussed competitors had taken a lead on volume at Christmas.
Idea
Christmas advertising is cluttered with polished product ads that rarely reflect the messy reality of hosting. We set out to entertain our audience, rather than just sell to them, by creating Sainsbury’s first advertiser-funded Channel 4 programme — a twist on the classic Christmas cookery special, with an unexpected host and the same pressure of surprise guests.
Execution
We created Chris Ramsey’s Alternative Christmas Guide — a three-episode mini-series on YouTube and Channel 4, amplified across social. Chris shared his unique take on hosting Christmas, with Taste the Difference as his go-to, alongside a cast of hilarious, unconventional guests — from shopping-centre Santas to the cast of Jack and the Beanstalk.
