The Sauce - 9/11/23

This is for you marketers.

'The Sauce' newsletter is your weekly dollop of marketing news.

This week we are bringing you ‘The Sauce’ with a Christmas twist - it’s never too early!

Visit the Awesomesauce Marketing LinkedIn page to read the full stories and sign up to get The Sauce straight to your inbox.

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It’s an Aldi Christmas: Kevin the Carrot returns in style!

Aldi's Christmas ad for 2023 is here, and guess who's back??

It's none other than everyone's favourite character, Kevin the Carrot! In this heartwarming ad, Kevin explores the magical world of William Conker's Christmas Factory with his sidekick, Grate Grandpa.?

The factory is packed with surprises and a few cheeky characters, like 'Greedy, Gluttonous Grape' and 'Naughty Green Kiwi.'?

The story takes an interesting twist as these characters face challenges, leaving Kevin as the last carrot standing. When he's granted access to this enchanting place, Kevin has a heartwarming question: "Can I share my good fortune with everyone?"

The ad wraps up with a beautiful message, highlighting the spirit of sharing during the holiday season.?

“It just goes to show that heartwarming stories and beloved mascots still pack a punch in creating ads that stick with you and tug at your heartstrings.”

- Sapna, Social Media Lead at Awesomesauce

What do you think of Kevin the Carrot's marketing magic?

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Is this Coca-Cola's greatest TV moment, embracing the theme of kindness??

Coca-Cola's 2023 Christmas campaign takes a heartwarming twist, shifting its focus from products to the theme of "kindness." The ad, titled 'The World Needs More Santas,' encourages people to channel their inner Santa through acts of kindness, aligning perfectly with Coca-Cola's core values.?

While the brand does highlight its products across different channels, it saves the Christmas season for storytelling, emphasising human narratives and values over product-centric approaches.

With its strong association with Christmas and iconic ads like 'Holidays are Coming,' Coca-Cola's adaptability and evolving marketing strategy remain key to its success.?

This year, the brand aims for a grand TV presence during Christmas and the Super Bowl in the US, recognising these as prime opportunities to reach a broader audience.?

The campaign also features a fun quiz for consumers to discover their "Santa archetype" and share it on social media. Coca-Cola's success will be measured by its impact on weekly consumption.?

Incorporating authenticity, storytelling, and values while diversifying your media mix and maintaining consistent messaging can be valuable takeaways from Coca-Cola's approach.?

So, how does Coca-Cola's emphasis on kindness resonate with you this holiday season?

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Asda unveils 2023 Bublé-licious Christmas ad: A knockout blend of value and quality!

Asda is spreading holiday cheer with its much-anticipated Christmas campaign, this time featuring the charismatic Michael Bublé, famous for his festive tunes. In the ad, directed by Oscar-winner Taika Waititi, Bublé indulges in a variety of Christmas delicacies, driving home the message that Asda offers quality without compromise.?

In a playful nod to last year's campaign, Bublé dismisses a maple-covered sample as "so last year" while taste-testing pigs in blankets, paying homage to Buddy the Elf's preferences. The campaign is accompanied by the hashtag #AsdaXmasBublé across social and other platforms.

With substantial investments in pricing and new product lines, Asda aims to strike the perfect balance between value and quality, appealing to a diverse range of shoppers. Their Christmas campaign spans various media, reaffirming the quality of Asda's food offerings.?

This ad seeks to redefine discussions about 'value,' reassuring customers that they don't need to compromise to enjoy affordable, high-quality food. Asda's proactive approach to their Christmas campaign acknowledges consumers' desire to spread costs over a more extended period due to current cost-of-living concerns.?

“The bottom line here is to really nail that combo of value and quality in what you offer, making it impossible not to appeal to your audience. Asda's smashed it with their smart and customer-focused ad, adjusting to what people need, budget-wise, and never letting you forget what they stand for across all their channels. That's how you sleigh Christmas marketing! See what I did there?!”

James - Account and Strategy Director at Awesomesauce

Do you think the Asda Christmas ad is competitive enough this year??

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Sainsbury’s recruits Rick Astley in employee-centric Christmas extravaganza!

Sainsbury's 2023 Christmas ad is a jolly affair with a twist, featuring the retailer's own staff and the legendary Rick Astley for an extra dose of authenticity.?

In this light-hearted commercial, a young girl seizes the in-store tannoy mic to pose a cheeky question about Santa Claus, setting off a chain of amusing conversations among Sainsbury's employees and shoppers on what Santa might have for his Christmas dinner.?

Amidst the discussions, Rick Astley, spotted in the dairy aisle, playfully suggests cheese, a nod to his iconic song. It's the first time Sainsbury's employees have taken the spotlight in an ad, emphasising authenticity and revealing the brand's fresh slogan, "Good Food for All of Us," which emphasises Sainsbury's wide-ranging food choices. The goal is clear: Sainsbury's wants to ensure its customers have an exceptionally special Christmas this year.

From Sainsbury's festive campaign, brands can learn to infuse their messaging with humour, authenticity, and employee participation to create an engaging and relatable narrative, especially during the holiday season.?

By incorporating their own workforce and collaborating with familiar faces, brands can add an extra layer of charm to their storytelling while introducing or reinforcing their brand message. This approach can resonate with customers and foster a sense of community, which is particularly valuable during the Christmas season.

What's your take on Sainsbury's Christmas ad? Does it have what it takes to stand out in the crowd?

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