The campaign has kicked off with a piece of content called ‘Storytellers’, showing adults bringing stories to life with impressions and sounds which capture the imagination of young children.

John Lewis grabs most of the headlines with its annual Christmas weepie, but Sainsbury's may have pipped it this year with the adventures of Mog the cat. In Mog's Christmas Calamity, Mog's curiosity ...

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Sainsbury’s chief executive Mike Coupe says he believes its festive campaign featuring the fictional cat Mog was the “most successful supermarket Christmas ad campaign ever” as he fails to rule out ...

The supermarket’s three-and-a-half minute film, which launched on TV and online at 7.15am 15 November, was tweeted about 21,583 times within the first 24 hours, according to Blurrt. This was less than ...

We've had Waitrose, John Lewis, Aldi, and M&S. Now it's time for Sainsbury's to throw their Christmas advert into the ring. They nailed it last year with Mog (nostalgia, emotional stuff, and cats? You ...