Set to the sultry tones of Etta James' “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 season: family, of course.

A to Savour | Sainsbury's | Christmas 2021

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