SAINBURY'S is reported to be selling 5,000 bars of chocolate every hour after it was featured in an emotional new advertising campaign.
The advert which premiered this week to widespread acclaim recounts the story of a football match played by German and British soldiers who downed weapons on Christmas Day, 1914.
In a poignant finale to the "Christmas is for Sharing" advert which was produced by AMV BBDO, a German soldier finds a chocolate bar in his pocket, placed there by a British soldier.
That bar is a limited edition 100g Taste the Difference Belgian Milk Chocolate bar, manufactured in Ypres. It's available in branches now in the same packaging as seen in the advert, for £1 with 50p from every bar sold going to the Royal British Legion.
Charles Byrne, Director of Fundraising for The Royal British Legion, commented: "We’re very proud of our 20 year partnership with Sainsbury’s and this campaign is particularly important. 100 years on from the 1914 Christmas truce, the campaign remembers the fallen, while helping to raise vital funds to support the future of living. Established after the First World War, The Royal British Legion continues its work to support members of the Armed Forces, ex-Service men and women and their families, now and for the rest of their lives."
Watch the full version of the Sainsbury's Christmas is for Sharing advert