Tesco has taken a heartwarming approach in its 2024 festive campaign, aiming to uplift the Christmas spirit amidst the wintry months through an enchanting advert and a charitable initiative.
This year, the beloved supermarket has launched a campaign that centres around a three-minute film, debuted on 12 November, and accessible across cinema, digital, and social platforms. The campaign, created by BBH London, narrates the journey of a character named Gary during the festive season. It highlights the subtle nuances of Christmas cheer by delving into Gary’s interactions and surroundings.
The film captivatingly begins with Gary’s Christmas spirit igniting after receiving a pack of gingerbread men from his grandfather. This gesture triggers a visually stunning transformation as Gary’s world morphs into a magical gingerbread landscape — from a gingerbread scooter to a supermarket till and receipt, culminating in a vivid gingerbread wonderland.
However, the joyous atmosphere wanes when Gary reflects on his grandmother’s absence during the celebrations. This emotional juncture is pivotal as it marks Gary’s journey towards rekindling a cherished holiday tradition of constructing a gingerbread house, an activity he fondly recalls doing with his grandmother.
The narrative progresses as viewers witness Gary and his grandfather unite to recreate the gingerbread house tradition. This becomes a centrepiece on their festive table, surrounded by a sumptuous spread including golden turkey and roast potatoes, embodying the essence of togetherness and nostalgia.
Moreover, in alignment with the festive spirit, Tesco contributes to the community with a charity donation initiative. For each gingerbread sold during the festive season, 10p will be donated to the Trussell Trust and FareShare, organisations dedicated to battling food insecurity.
Becky Brock, Tesco’s group customer director, expresses the supermarket’s objective to connect people with the joy inherent in Christmas traditions, whilst recognising the small things that can either diminish or enhance the festive spirit. She assures, ‘We are here to boost your Christmas cheer, whether it is a festive treat or a welcoming service from our team, aiming to enrich your holiday experience this year.’
In encapsulating the essence of Christmas, Tesco’s 2024 festive campaign serves not only as a celebration of holiday traditions but also as an embodiment of community spirit and philanthropy, bringing warmth and joy to households as the year draws to a close.
