Set to the sultry tones of ' “At Last”, Sainsbury's new ad urges to savour this year's festivities because it's been a “long time coming.” Agreed. The ad is simple, upbeat, and a great reminder of the true reason for the : , of course.

A to Savour | Sainsbury's | Christmas 2021

It's been a long time coming so let's savour every warming, present opening, roast potato munching moment of it.