Our ambition was to create a piece of entertainment the whole family would enjoy; that would get the whole nation talking, laughing and – most importantly – sharing. To achieve this we needed to tell a story that people would love, and that had multi-generational appeal. So we revived one of Britain’s best-loved children’s storybook characters, Mog the cat.

The idea tempted 92-year-old Judith Kerr out of retirement and we worked together to ensure that our new story - ‘Mog’s Christmas Calamity’ - was a genuine addition to the Mog canon. We turned reading Mog’s Christmas Calamity into a currency that would help in two ways: giving families something to share during Christmas and using sales of the book and toy to raise money for Save the Children.

Ultimately, this resulted in a new book, a new film created by the makers of ‘Paddington’ and a cause for the nation to share.

The film launched on 12th November across 83 TV channels and online simultaneously, the first time ever a campaign had launched with such scale in the UK.

Mog involved store colleagues more than any of our previous Christmas campaigns, with colleagues reading in local schools, and Mog inspired teachers and educators to create resources to help children read.

We built awareness, earned huge social media engagement, created the most watched UK Christmas ad on YouTube ever, and a book that shot to the top of the bestseller list in both the children’s and adult charts - the first time a children’s picture book had ever taken the top spot.

We raised over £1.6M for Save the Children and helped Sainsbury’s to be the only Big 4 grocer to grow in the run up to Christmas 2015, with more customers served in store than ever before.