Royal British Legion has partnered with Sainsbury’s for the supermarket’s festive TV advert, Christmas is for Sharing, and will benefit from the profits of the sale of the chocolate bar featured.

The poignant campaign features an account of the 1914 First World War Christmas truce when soldiers from both sides met in No Man’s Land to share treats and cigarettes and played a game of football. A British soldier is shown hiding the gift of a bar of chocolate in a German soldier’s coat.

Sainsbury’s is selling the limited-edition chocolate bar for £1 and all profits will be donated to the British Legion. The Legion is also one of the supermarket’s charity Christmas card partners.

Charles Byrne, director of fundraising for the Royal British Legion, said: "We're very proud of our 20-year partnership with Sainsbury's and this campaign is particularly important. One hundred years on from the 1914 Christmas truce, the campaign remembers the fallen, while helping to raise vital funds to support the future of living."