Mog themed reading corner at Sheffield primary school

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Sainsbury’s heartwarming new advertising campaign features one of the nation’s best loved children’s book characters, Judith Kerr’s Mog, to highlight the importance of sharing at Christmas.

On December 10, colleagues from Sainsbury’s Archer Road paid a visit to pupils at Greenhill Primary School and donated the specially created Mog’s Christmas Calamity book to bring the story to life and spread some festive cheer. Chris Paul Great Place to Work Representative and Louise Naylor, PR Ambassador from the supermarket, read to 75 children in reception.

The campaign is helping to raise funds for Save the Children to improve child literacy across the UK. The team at Sainsbury’s Archer Road organised the reading corner to help local children in Greenhill.

Darran Bateman, store manager at Sainsbury’s Archer Road said: “We hope that the magical new Mog story will be enjoyed by parents and children this Christmas. This was a brilliant way to support the important cause of helping Save the Children to improve child literacy in the UK and we thought it would be a great idea to share this with the local children in Greenhill.”

Mr Wood, Foundation Stage Phase Leader at Greenhill School, added: “This was such a wonderful opportunity to share the well-loved story of Mog with our pupils. Reading is such an important part of a child’s development and we are very grateful for the donation from Sainsbury’s Archer Road. I know the children enjoyed the visit immensely.”

Sainsbury’s approached Judith Kerr and her publisher HarperCollins, developing the concept for the story together, with Judith writing and illustrating a new Mog book, to be exclusively sold in Sainsbury’s to complement the story told in the campaign. 

The campaign is designed to entertain children and families across the UK, as well as raising funds to improve children’s literacy, with the book on sale in Sainsbury’s stores for £3, alongside the Mog soft toy for £10. Judith Kerr, HarperCollins and Sainsbury’s will donate all profits from the book and toy to Save the Children to support their literacy work, making a positive and lasting difference to children in the UK.