Sainsbury’s Christmas spot reimagines the brand’s origins as an Oliver Twist tale, depicting a Victorian orphan’s mishaps at the first ever Sainsbury’s store in 1869. By tying its own history to a classic British tale, Sainsbury’s is aiming to evoke positive emotions by highlighting the value of heritage brands.

Christmas adverts seem to get more and more whimsical – but this year, Lidl has opted for realism. Playing on its position as a trusted supermarket for everyday necessities, Lidl offers a down-to-earth portrayal of modern rituals around festivities, giving viewers "a Christmas you can believe in."

Why are Britons from all backgrounds buying on a budget? How is the search for a national identity benefiting classic brands? And what role has Brexit had on relationships? This Cultural Snapshot uses local stats and case studies to explore behavioural norms shared by British people in 2018.

Though Britain’s high streets may be haunted by a general air of malaise, bakery chain Greggs is bucking the trend. By innovating its product line while staying true to its roots, it’s keeping both new and old customers satisfied, becoming the nation’s favourite dining brand in the process.