Our Christmas 2014 TV ad

In 2014 our Christmas ad had been produced in partnership with The Royal British Legion. It’s called ‘Christmas is for sharing’ and it commemorates an extraordinary event which took place during the First World War, one hundred years ago: the Christmas Truce.

On Christmas Day 1914, the guns fell silent, and soldiers from both armies met in no-man’s land.

Sainsbury's 2014 Christmas538

They exchanged gifts, shared food and even played football together.

Sainsbury's 2014 Christmas676

The chocolate bar featured in the ad was availble for Christmas 2014 exclusively at Sainsbury’s and all profits (50p) went to the Legion, to help our armed forces and their families, past and present.

Sainsbury's 2014 Christmas616

While our popular TV ad aired in 2014 it was a fictionalised version of the events that took place, we’ve made every effort to ensure that the details are as authentic as possible. We’ve worked closely with the Imperial War Museum archives, with the Legion and with military historian Taff Gillingham throughout.

Sainsbury's 2014 Christmas1165

Sainsbury's 2014 Christmas1071

Sainsbury's 2014 Christmas1041

Sainsbury's 2014 Christmas1033

Sainsbury's 2014 ChristmasNEW

Every aspect of the production, everything from the depth of the trenches to the insignia on the uniforms is historically accurate. Even the hard biscuit we see the British soldier eating was baked to the original recipe.

The TV ad launched on 12 November 2014 to help raise further funds for The Royal British Legion.

The original biscuit recipe

To make the biscuit that the British soldiers ate from the original recipe you will need:

  • 4 x cups of Flour
  • 2 x cups of Water
  • 4 x teaspoons of Salt

Mix together the ingredients, roll out to 1/2 inch thick and bake for an hour at 375ºF turning once.

More about the ad


Primary reference:

  • Brown, Malcolm & Seaton, Shirley. Christmas Truce: The Western Front December 1914. London, Pan Books, 2001.

Secondary reference:

  • Weintraub, Stanley. Silent Night: The Remarkable Christmas Truce of 1914. London, Pocket Books, 2002.