Sainsbury's ran a temporary extension to its singalong Christmas ad campaign at the weekend, launching a 24-hour SnapChat Lens that enabled social media users to turn their heads into sprouts.

Using a fun festive filter, the supermarket's lens used augmented reality technology to immerse consumers in the advertising campaign, encouraging them to sing along with the song used in the ad.

The #SingSprout campaign was launched during Saturday's showing of The X Factor and ran for just 24 hours, meaning people had to be quick if they wanted to join in, which was a clever tactic by Sainsbury's to ensure there was lots of online conversation about the brand during a concentrated period.

Simon Richings, creative partner at AnalogFolk, explained: "Christmas means lots of different things to lots of different people. We saw an opportunity to really bridge these divisions and bring people together - by turning everyone's head into a sprout."