What kind of company uses the memory of WWI to sell products?

If you’re not from the UK, Sainsbury’s is a leading chain of supermarkets. It has received a fair bit of criticism for releasing a Christmas advert that focuses on the events of the 1914 ‘Christmas Truce’.

The criticism largely rests on the fact that a supermarket chain is exploiting an emotially-charged piece of history in order to promote its commercial offering.

However, there are also some flaws in the history as well. The Christmas Truce is a legend that keeps growing.

But there is also a positive side to all this. When the rival firms are exploiting the emotionally-charged first brushes with romance, it is refreshing that a company has decided to focus on a historic event. It is a particularly bold step to take when that event happened in the middle of a war, and your primary range of goods is groceries. I think Sainsbury’s should be rewarded for its boldness by more publicity, like this.

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