Sainsbury's Festive Campaign Challenges Celeb Duos to Sing Wearing Dental Dams

Sainsbury’s 2017 Christmas campaign celebrates Every Bit of Christmas via an upbeat, festive song. From telling cracker jokes and wearing Christmas jumpers, to in-laws that stay late and getting given socks (again), the campaign celebrates the many ways that Brits live well over the festive season.

 

As an extension of the campaign, Gravity Road has launched a fun, social-led series of videos featuring three pairs of celebrity pals saying lines from the song – with a twist. Each pair of celebs has been challenged to say it while playing Speak Out, the game where players try and articulate themselves while wearing a mouthpiece.

The series is a first step in experimenting with direct conversion to purchase around entertainment content on social platforms. Speak Out was a sell-out last Christmas, with customers snapping up stock of the game within a matter of days. This year, both Sainsbury’s and Argos – which the supermarket acquired last year – are selling the game. All the social content will deeplink directly to the product page on the Sainsbury’s website.

Featured in the videos are Kem Cetinay and Chris Hughes of Love Island fame, Rylan Clark and Alison Hammond from This Morning and TV presenters Rochelle Humes and Stephen Mulhern. We’ll see them all take it in turns wearing the Speak Out mouthpiece and trying to say a line from Sainsbury’s Every Bit of Christmas song. The videos will be available to watch through the Sainsbury’s social channels and also via the celebrities’ Instagram, Twitter and Facebook pages.

Laura Boothby, Head of Broadcast Marketing, Sainsbury’s, said: “Our Every Bit of Christmas campaign celebrates the many ways that the nation lives well during the festive season. We hope our customers join in the fun of the campaign by trying out the Speak Out challenge themselves to really get in the Christmas spirit!”