Sainsbury's Taste the Difference Christmas range is its premium in-house brand. And in normal times, this ad might have stressed the exclusive, luxurious quality of these food items. In 2022, though, the store has clearly realised that won't go down too well with cash-strapped households.
So instead, they've focused on the word ‘difference' instead; and stressed how the range provides alternatives for those who aren't fans of traditional Yuletide treats. And just for good measure, they've centred it around girl-next-door presenter Alison Hammond rather than anyone who might be perceived as posh and out-of-touch.
The story is set in an imaginary medieval world where a festive feast is planned. However, when a nervous young cook offers a traditional Christmas pudding, The Countess proclaims: “I've never really liked Christmas pudding”, and orders him to bring her something else. Set to a medieval instrumental version of Wheatus' ‘Teenage Dirtbag', the cook works day and night, mixing ingredients and even stealing an enormous biscuit from a disgruntled giant. The result is a Taste the Difference Caramelised Biscuit Christmas Pudding, and it's a roaring success.
The 60-second TV advert was created by Wieden+Kennedy London, and a 20-second and 30-second cut will also be shown across TV and on social, with the full 85-second advert available to watch on YouTube. As a tie-in, Sainsbury's is opening the Pud You Dare Café at HELLO LOVE, London, where visitors can enjoy a traditional pudding or try the brand-new Taste the Difference Caramelised Biscuit Pudding for free.