Rick Astley helps answer Sainsbury's big question

When a young girl commandeers a Sainsbury’s tannoy to announce she has a question about Father Christmas, the whole shop holds its breath in fear of what might be asked.

However, rather than anything too awkward, her question is about what Santa really eats for Christmas.

Cue real-life Sainsbury’s colleagues delivering a flurry of responses while they’re working in stores and delivering shopping to customers, each of them offering their suggestions of festive dishes and treats. As they share their recommendations, the items magically appear on Santa’s Christmas dinner table; from the Taste the Difference 'Rocking Around the Charcuter-tree' sharing platter, to a buttermilk turkey crown and no-beef Wellington.

Back in the store, pop legend Rick Astley has his own idea about what Santa might like, with lyrics from Astley's most famous song featuring as part of the exchange between him and the Sainsbury's workers.

The campaign was created by New Commercial Arts London and directed by Freddie Waters through Pulse, with New Commercial Arts' Founder and CCO, Ian Heartfield, saying; “We want Sainsbury’s to be at the heart of every household’s Christmas, and this year’s campaign is fast, festive, fun and full of delicious food.”

“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," said Astley. “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!”