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Sainsbury’s Christmas TV advert supports Save the Children

Sainsbury’s Christmas TV advert supports Save the Children

Sainsbury’s TV advert this year features Children’s book character Mog and will be helping to raise funds for Save the Children.

Created in partnership with HarperCollins Children’s Books and author and illustrator Judith Kerr, the Christmas ad sees Mog set off a chain of unfortunate events which almost ruin Christmas for the Thomas family. Can she pull it all back to save the day?



Kerr has produced an illustrated book to accompany the advert, on sale exclusively in Sainsbury’s for £3. In addition Sainsbury’s is selling a Mog soft toy for £10. All profits from the book and toy will be donated to Save the Children to support improving child literacy in the UK.

Mog's Christmas Calamity - front cover

Profits from sales of Mog’s Christmas Calamity will be donated to Save the Children

Mog’s Christmas Calamity
advert is 3’30″” and aired for the first time yesterday simultaneously on ITV, Channel 4, Channel 5 and Sky. The ad will also feature in key spots such as Coronation Street, XFactor and I’m a Celebrity get me out of here across Friday, Saturday and Sunday. Sainsbury’s is promoting it on social media with the hashtag #Christmasisforsharing.

Judith Kerr, 92, makes a cameo appearance in the film. In 2012 she was awarded an OBE for services to children’s literature and holocaust education.


Mog in Sainsbury's Christmas TV ad, supporting Save the Children


Mark Given, Director of Planning and Propositions, Sainsbury’s, commented:

“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.”

Tanya Steele, Executive Director of Marketing, Fundraising and Communications at Save the Children added:

“We are delighted to be a part of this year’s Christmas campaign for Sainsbury’s and so grateful for the spotlight that it places on the issue of child literacy in the UK. We want reading, which is the key to a child’s future, to become a national mission. We are calling for everyone from parents to grandparents, communities and schools to business and government to get all children reading well by the age of eleven”.


#Christmasisforsharing - Mog's family Christmas

#Christmasisforsharing – Mog’s family Christmas


Mog's Christmas Calamity - illustration by Judith Kerr

Mog’s Christmas Calamity – written and illustrated by Judith Kerr


Last week John Lewis aired its Christmas TV ad, Man on the Moon, created in partnership with Age UK.

Last year Sainsbury’s partnered with the Royal British Legion for its Christmas TV advert.


Howard Lake is a digital fundraising entrepreneur. Publisher of UK Fundraising, the world's first web resource for professional fundraisers, since 1994. Trainer and consultant in digital fundraising. Founder of Fundraising Camp.

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