In a bid to uplift festive spirits in 2024, a major supermarket has launched its seasonal campaign, featuring a touching story that connects viewers with cherished Christmas traditions and a commitment to charitable giving.
The recently unveiled 2024 Christmas campaign, created by BBH London, unfolds through the journey of Gary, a character at the centre of a three-minute film that explores the essence of Christmas spirit through key seasonal moments. As the advert premieres across various platforms including cinema, digital, and social media, audiences will witness Gary’s world being transformed, highlighting the sentimental value of Christmas traditions.
The story begins with Gary receiving a pack of gingerbread men from his grandfather, a gesture that ignites his festive cheer. In this whimsical tale, his immediate surroundings morph into a gingerbread-themed wonderland, complete with a gingerbread scooter, supermarket till, and even a gingerbread-rich market square. However, the vibrant imagery begins to fade as Gary’s thoughts linger on the absence of his grandmother during the holiday season.
Centrally, the campaign revolves around Gary’s mission to revive a beloved tradition of crafting a gingerbread house, an activity he fondly remembers sharing with his grandmother. This narrative reaches its emotional peak as Gary and his grandfather rebuild this tradition, placing a gingerbread house at a prominent spot on their Christmas dinner table, surrounded by festive dishes like a golden turkey and pigs in blankets. As the family gathers for their meal, the warmth of togetherness culminates in the exterior of the grandfather’s house magically transforming into gingerbread.
This campaign not only captures the essence of Christmas through the power of tradition but also extends its spirit of giving. The supermarket pledges to donate 10p from every gingerbread sale this Christmas to charities that support access to food, namely the Trussell Trust and FareShare. According to the group’s customer director, the aim is to resonate with the joy of holiday moments while addressing the small things that can dampen or uplift one’s holiday cheer. The initiative underscores a commitment to enhancing community spirit through sharing and generosity.
The 2024 festive campaign embodies the true spirit of Christmas by intertwining heartfelt traditions with meaningful charitable efforts, offering both a joyful viewing experience and a chance to contribute to those in need.
