Sainsbury's holiday fairy tale features a picky countess and lowly chef

Spot from Wieden + Kennedy London is set to instrumental version of 'Teenage Dirtbag'

Published On
Nov 04, 2022

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Sainsbury's is promoting its twists on traditional Christmas foods in the U.K. retailer's holiday offering, a medieval fairytale set to a 90s classic soundtrack.

The spot, by Wieden + Kennedy London, is set in a medieval castle and tells the story of a countess (played by TV personality Alison Hammond) who's picky about her food. When a nervous young cook offers a traditional Christmas pudding, The Countess proclaims: “I’ve never really liked Christmas pudding” and orders him to bring him something different, "or else."

He goes to the kitchen and returns with a twist on the original -- Sainsbury's Taste the Difference Caramelised Biscuit Christmas Pudding. They nervously await her approval, which luckily is forthcoming. A cozy voiceover by Stephen Fry ends the spot, proclaiming "And that’s why you can Taste the Difference”.

Directed by Tim Godsall of Anonymous Content, the spot is set to an instrumentalized version of Wheatus' "Teenage Dirtbag" - a touch reminiscent of the use of music in Netflix's "Bridgerton," (and indeed the whole effort, with its fusion of traditional and present day, seems to have a somewhat "Bridgerton" vibe.)

As part of the wider campaign, Sainsbury's is opening a pop up cafe called the Pud You Dare Café, where visitors can enjoy a traditional pudding or try the Taste the Difference Caramelised Biscuit Pudding for free. It will be open Nov. 24-25 in London.

“We’ve focused on the Christmas pudding specifically because we know it’s divisive – people love it, or they hate it – and that’s why we’ve created the Taste the Difference Caramelised Biscuit Pudding," said Laura Boothby, head of campaigns at Sainsbury’s, in a statement. "Pudding lovers can still opt for the traditional dessert, but those who aren’t fans can try our innovative take on the Christmas classic instead.”



Nov 04, 2022
Client :
Agency :
Wieden & Kennedy-London
Creative Director :
Freddy Taylor
Creative Director :
Philippa Beaumont
Creative Director :
Juan Sevilla
Creative Director :
Joe de Souza
Executive Creative Director :
Susan Hoffman
Group Account Director :
Ollie Pym
Account Director :
Hazel McPartlan
Account Manager :
Sophie Grierson
Chief Strategy Officer :
Dan Hill
Strategy Director :
Georgia Challis
Planner :
Ollie Chakraverty
Comms Planner :
Calvin Lyon
Head of Production :
Rich Adkins
Head of Production :
Amy Leach
Producer :
Sahar Bluck
Production Assistant :
Lea Georgiev
Project Director :
Mark D'abero
Agency Artworker :
David Brodie
Design Director :
Phil Rosier
Design Director :
Alex Thursby-Pelham
Designer :
Emma Cope
Head of Business Affairs :
Helena Tomas
Business Affairs Manager :
Jo Woodford
Business Affairs Coordinator :
Lenya James
Production Company :
Anonymous Content
Director :
Tim Godsall
Executive Producer/Managing Director :
Victoria Fitzwilliams
Production Company Producer :
Stephen Johnson
Production Manager :
Marian Mikhail
Director of Photography :
Stephen Keith Roach
Production Designer :
Chris Oddy
Costume Designer :
Sophie O'Neil
Food Styling :
Katie Giovanni
Editorial Company :
Final Cut
Editor :
Rick Russell
Edit Assistant :
Josh Chadwick
Edit Producer :
Nikki Porter
VFX Company :
Time Based Arts
VFX Head of Production :
Josh Robinson
VFX Producer :
Mia Saunders
VFX Producer :
Sian Jenkins
2D Lead :
Thiago Dantas
2D Artist :
Valeria Scalamandre
2D Artist :
Sarah Breakwell
2D Artist :
Ria Shroff
2D Artist :
David Birkhill
2D Artist :
Oliver Ramsey
3D Lead :
Mike Battcock
3D Artist :
Nick Smalley
3D Artist :
Quentin Corker-Marin
Colorist :
Lewis Crossfield
Color Assist :
Sharn Talbot
Color Assist :
Max Ferguson Hook
Sound Company :
Sound Designer :
Sam Ashwell
Sound Designer :
Michalis Anthis
Sound Producer :
Olivia Ray
Sound Producer :
Aishah Amodu
Music Production :
Mr Pape
Performer & Producer :
Joseph Alexander
Composer :
Brendan B. Brown
Music Licensing :
20 Below
Music Supervision :
Emily Pritchard
Hero Casting :
Talent Republic
Anne Batz
Managing Partner :
Charlie Powell
Senior Account Executive :
Ella Barker
Researcher :
Louise Urwin

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