British TV presenter Alison Hammond fronts the Sainsbury's Christmas 2022 campaign, promoting the brand's Taste the Difference Christmas range, playing a medieval Countess hosting a traditional seasonal feast.

The supermarket chain's head of campaigns, Laura Boothby, commented 'Food plays a central role in any celebration, and we wanted to bring to life the imagination and innovation that goes into creating our Taste the Difference Christmas range. The festive feast is a quintessential Christmas moment for many and the perfect setting to celebrate what Sainsbury’s does best: delicious, quality, great value food'.