# Sainsbury’s Christmas TV advert supports Save the Children

- Link: https://fundraising.co.uk/2015/11/14/sainsburys-christmas-tv-advert-supports-save-the-children/
- Published: 2015-11-14T09:16:27+00:00
- Author: Howard Lake

**Sainsbury’s Christmas 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.

## Advertisement

![Mog's Christmas Calamity - front cover](https://www.fundraising.co.uk/wp-content/
uploads/2015/11/mogs-christmas-calamity-judith-kerr-illustration-front-cover.jpg)

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](https://livewellforless.sainsburys.co.uk/category/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](https://www.
fundraising.co.uk/wp-content/uploads/2015/11/mog-sainsburys-christmas-ad.jpg)

 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](https://www.fundraising.co.uk/
wp-content/uploads/2015/11/mog-family-meal-sainsburys-christmas-ad.jpg)

#Christmasisforsharing – Mog’s family Christmas

![Mog's Christmas Calamity - illustration by Judith Kerr](https://www.fundraising.
co.uk/wp-content/uploads/2015/11/mogs-christmas-calamity-judith-kerr-illustration.
jpg)

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

Last week [John Lewis aired its Christmas TV ad, Man on the Moon](https://www.fundraising.co.uk/2015/11/06/john-lewis-partners-with-age-uk-for-christmas-advert/),
created in partnership with Age UK.

Last year [Sainsbury’s partnered with the Royal British Legion](https://www.fundraising.co.uk/2014/11/27/supermarkets-include-charities-christmas-tv-adverts/)
for its Christmas TV advert.