Sainsbury's has made Great Ormond Street Hospital Children's Charity its official charity partner this Christmas, and will give it profits from the sale of products connected to its Christmas advert.
The animated advert shows the story of Dave, who comes up with a plan to be with his family for Christmas. All profits from the sale of a specially created Gingerbread ‘Dave’ (£1) and The Greatest Gift film animation kit (£5) will go to Great Ormond Street Hospital Children’s Charity.
Additionally, from 21 November, customers will also have the option to make a 20p donation at the till, or more if specifically requested, with all the proceeds going straight to the charity.
The musical-style advert was created using stop frame animation and directed by Sam Fell, and was launched across social media earlier this week. The character of Dave is voiced by James Corden.
Tim Johnson, chief executive of Great Ormond Street Hospital Children’s Charity, said: "At Christmas, time spent with the people you love is precious. For the families of patients at Great Ormond Street Hospital who are unable to go home at Christmas, this is particularly true. We couldn’t be happier to be involved in this campaign and hope everyone enjoys the advertisement and supports this special partnership."
Sarah Kilmartin, head of broadcast communications at Sainsbury’s, said: "'Christmas is for sharing' has been a constant theme for our Christmas ads for the last three years and it continues to have real resonance for our customers.
"Supporting Great Ormond Street Hospital Children’s Charity felt like a very natural extension of this as we know that the families at the hospital face more difficulties than most to spend time together as a family, at Christmas and all year round."
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