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WATCH: Rick Astley stars in Sainsbury’s Christmas 2023 Advert

Pop icon Rick Astley and real-life Sainsbury’s colleagues for the first time, explore what Santa really eats for Christmas. Watch the full advert below:

As the big day approaches and shoppers are getting ready, a curious little girl steps up to the tannoy to ask a very important question: ‘Hey Sainsbury’s, what does Santa eat for his Christmas dinner? As gasps from across the store are heard, including from Santa himself, Sainsbury’s workers step in to offer their suggestions of festive dishes, showstoppers, and tasty treats. As the colleagues share their recommendations, items magically appear, all plated on Santa’s Christmas dinner table.

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Image credit: Sainsburys

Back in the store, pop icon Rick Astley has his own idea about what Santa might like, innocently asking “how about some cheese?” Quickly two Sainsbury’s colleagues are not afraid to tell him what they think with Elysha responding, “C’mon Rick, cheese before pudding, you know the rules” and Jason singing “and so do I” in an all too familiar tune as Rick laughs on.

Image credit: Sainsburys

Pop icon Rick Astley said: “For me, food plays such an important part during the holidays and we’re always looking to bring something exciting to the Christmas dinner table whether that’s a new starter or a surprise showstopping dessert.

“It was a real honour and so much fun to join the Sainsbury’s store team on the shoot – even if they did pull me up on my cheeseboard before dessert suggestion!”

Image credit: Sainsburys

Emma Bisley, Head of Campaigns, at Sainsbury’s, said: “The festive season is a magical time of year and our role is to help our customers have an extra special Christmas, especially when it comes to the food. We wanted to create an advert that champions our colleagues all over the country, as well as highlighting the innovation of this year’s Taste the Different range. From brand-new festive treats to offers on household Christmas favourites, Sainsbury’s has something for everyone’s table – whatever the budget or tastebuds.

“With this year’s advert, we wanted to bring to life the fun of the holidays and the excitement that comes with planning Christmas dinner, while showcasing Sainsbury’s variety of delicious and quality products because good food should be for all.”

For the first time, real life Sainsbury’s employees feature in the retailer’s advert to emphasise the helpful role its 152,000 colleagues up and down the country play at Christmas and all year round.

Last year’s Sainsbury’s Christmas advert told the story of the light-hearted medieval fairy tale of The Countess played by Alison Hammond, who hates Christmas Pudding and demands a young chef to “Bring [her] something different. Or else” all to the instrumental version of Wheatus’ ‘Teenage Dirtbag’ song.

Sainsbury’s follows Waitrose and Partners, TK Maxx, Boots, M&S, and many more in releasing this year’s Christmas adverts.