In the ever-competitive arena of UK supermarkets, the annual Christmas advert is a significant highlight. This year, a panel of marketing experts meticulously evaluated adverts from leading chains, aiming to determine which one captures the festive spirit superbly.
In a bid to tug at heartstrings, Tesco’s Christmas advert takes a poignant turn, highlighting the emotional complexities that Christmas can evoke, especially after losing a loved one. Marketing expert Katie Drew remarked on the ad’s ability to reflect genuine emotions, putting Tesco in line with brands known for their touching narratives. Other panellists were equally moved, noting the creative continuation of last year’s theme, infused with the powerful imagery of gingerbread streets.
Sainsbury’s, on the other hand, brings childhood nostalgia to the forefront with a delightful reference to the BFG. While some experts felt the iconic character overshadowed the supermarket itself, the visual appeal was undeniable. Sainsbury’s strategic use of a beloved literary figure, although not inherently festive, still managed to evoke a warm holiday feeling.
Asda’s approach was markedly different, opting for a whimsical take on Christmas with its gnome-centric campaign. This playful theme expanded beyond traditional adverts, engaging audiences through interactive social media campaigns and in-person events. Despite its quirkiness, experts applauded Asda’s innovative efforts in maintaining engagement and extending the ad’s life beyond television.
Meanwhile, Morrisons opted for the continuity of their singing oven gloves campaign, an attempt to refresh a popular concept. However, experts noted a decline in its impact compared to the previous year, suggesting that the attempt to relive past successes didn’t resonate as strongly this time around.
Aldi stayed true to its roots with the return of Kevin the Carrot, a character synonymous with their Christmas messaging. The ad, while familiar, retained a sense of humour and charm, though it did not necessarily top this year’s charts.
Lidl, however, took a commendable route by promoting charitable giving through their advert, focusing on their Toy Bank initiative. This approach stood out for its social purpose, emphasising the impact of generosity over consumerism, although the execution faced some critique.
Waitrose emerged with a distinctive and engaging series of ads, crafted as a mystery mini-series. This unique narrative captured audiences’ attention and anticipation for subsequent instalments, earning praise for its originality and effective casting.
Lastly, M&S presented a glamorous take on the Christmas season, targeting those who indulge in extravagance during the holidays. Though criticised for not resonating with the broader public, its alignment with the brand’s upscale image was clear.
After much deliberation, Waitrose was deemed to have produced the most compelling Christmas advert of 2024, effectively combining creative storytelling with strategic use of a series format. Its innovation set it apart in a competition characterised by emotional depth and unique concepts.
