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TV campaign tells story based around the first Sainsbury’s store, which opened in 1869

Sainsbury’s has given Father Christmas a Dickensian origin story in a festive advert that aims to remind viewers of its 150-year history at the heart of the British high street.

The TV campaign, which launches on Tuesday during ITV’s Emmerdale and then goes online, tells a Christmas story based around the first Sainsbury’s store, which opened in 1869.

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