Sainsbury's Mog the cat Christmas advert on track to beat John Lewis' Man on the Moon

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John Lewis’ Christmas advert may have been the most highly anticipated advert of 2015, but it may not turn out to be the most successful.

That title may go to Sainsbury’s, whose festive commercial stars Judith Kerr-illustrated Mog the cat and is narrated by Emma Thompson.

The supermarket has reportedly already sold out of Mog toys and the first Mog book since 2002, Mog’s Christmas Calamity – the same name as the advert – has stormed up the bestseller list for children.

“As with John Lewis’s Monty the Penguin from last year, this strategy means the advert becomes more experiential,” Stephan Shakespeare, chief executive of YouGov, said.

Shakespeare added that Sainsbury’s has followed John Lewis lead in reducing emphasis on its actual goods, in an effort to minimise the obvious commercial motivation of their campaign.

And taking a more lighthearted approach than its controversial 2014 World War I ad also seems to have paid off.

YouGov BrandIndex data shows that in the weeks since the adverts went live, Sainsbury’s has equalled John Lewis in the ad awareness stakes, a measure of how many people have seen an advert for a brand in the last two weeks.

That’s especially impressive when you consider that Sainsbury’s posted their advert a week later than John Lewis, because it wanted to wait until after Armistice Day.


YouGov’s BrandIndex chart (Picture: YouGov)

Sainsbury’s purchase score, which measures whether a respondent would consider buying a product from a brand, is now at its highest point for six months.

“Lidl and Aldi, the German ‘budget retailers’, have achieved a 10% market share for the first time,” Shakespeare said.

“It is therefore more vital than ever for retailers to maximise income over the Christmas trading period.”

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November 26, 2015 |
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