In 2013, facing increased competition from growing competitors, Sainsbury’s were determined to deliver their best ever Christmas results. Instead of increasing total media spend on conventional advertising, Sainsbury’s invested in a content driven campaign: ‘Christmas in a Day’. Using footage filmed and submitted by the public through YouTube, filmmaker Kevin MacDonald created a long form film about how Britain really celebrates Christmas, which formed the backbone of the campaign. The campaign launch was treated like a film launch, with brand TV ads using the most engaging, amusing and moving footage to involve people in the story and give viewers a taste of the full length film. ‘Christmas in a day’ delivered £70m incremental profit (30% higher than 2012), 5.2% growth at a time when all main competitors stalled or went backwards, and a ROMI of 3.98, which was 26% more effective than in 2012.