# Mog’s Christmas Calamity

> Sainsbury’s campaign account reported 450,000 sales of its Mog Christmas tie-in book.

- Owner: Sainsbury’s; Judith Kerr; HarperCollins Children’s Books
- Kind: Campaign
- Sector: Retail
- Seed date: 2015-11-12
- Peak date: 2015-11-13
- Spread Score: 39 (Niche), v1.2
- Mechanics: Platform jump, Press loop, Pairing, Controversy, Sell-out loop

## Summary

Sainsbury’s launched Mog with paid TV and social placements. Viewers shared the film, discussed it on forums and bought its charity tie-ins. The book reached the UK No. 1 spot, while toy shortages and fire-safety criticism generated further coverage.

## Timeline

- 2015-11-12 — Sainsbury’s (YouTube) — Sainsbury’s released Mog’s Christmas Calamity on TV and online with a charity book and toy.
- 2015-11-12 — The Guardian / TIME (Press) — The Guardian and TIME covered Mog’s return in Sainsbury’s Christmas advert.
- 2015-11-13 — Sainsbury’s / PHD (TV) — PHD bought a Coronation Street airing, a YouTube masthead and a promoted Twitter trend.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/mogs-christmas-calamity

Cite as: How It Spread (2026). “Mog’s Christmas Calamity.” Case HIS-00393. Spread Score v1.2: 39/100. Updated 2026-10-13. https://howitspread.com/id/HIS-00393