Judith Kerr’s best loved children’s book character takes starring role in grocer’s ad.
Sainsbury’s has joined forces with HarperCollins Children’s Books and Save the Children for its Christmas campaign, which stars classic children’s book character, Mog.
‘Mog’s Christmas Calamity’ aired for the first time yesterday (November 12) and will aim to raise funds for Save the Children to improve child literacy across the UK.
Sainsbury’s approached author Judith Kerr and her publisher, HarperCollins Children’s Books, developing the concept for the story together.
Judith has written and illustrated a new Mog book, which will be exclusively sold in Sainsbury’s to complement the story told in the campaign.
It will be sold for £3, alongside a specially created Mog soft toy for £10.
Judith also makes a cameo appearance in the ad itself.
Ann-Janine Murtagh, executive publisher at HarperCollins Children’s Books, said: “It’s been a pleasure to collaborate with Sainsbury’s on this campaign and what better way to celebrate the festive season than with the gift of storytelling by putting a book at the heart of Christmas.”
