Sainsbury's, following up on their Poppy support, have adopted the Football Truce for its Christmas promotion. I'd like to see what they do with it before commenting, though, although my optimism is likely to be sadly disappointed: if so, then they will be the losers.
Waitrose, by comparison, asked for contributions in late October to a massive multitrack of Dolly Parton's Try, which brings unapologetically sexist thoughts about rugby balls to mind. As a song, though, I think they're trying to build on the self-improvement dynamic of Farrell Williams' Happy...
Mind you, no parent will ever not associate the word with potty training.