The success of John Lewis’ story-style Christmas adverts over the past few years has resulted in other major retailers following suit to come up with their own Christmas stories. This year, competition to have the cutest, funniest, or most heart-warming television advert is high, generating oohs, aahs and warm, fuzzy glows all over the country.
And, this year, more charities are benefiting from these adverts thanks to the merchandise that is being produced from the stories being told and sold to customers in store.
Here’s a run down of who’s doing what and with whom…
John Lewis – Buster the Boxer and The Wildlife Trusts
With Buster the Boxer longingly watching the local wildlife enjoying a pre-Christmas bounce on Bridget’s new trampoline before she wakes up on Christmas morning, John Lewis’ latest Christmas advert is its funniest yet. And with a whole range of merchandise from cuddly wildlife soft toys, book, pyjamas, mugs and willies, John Lewis is maximising on the ad’s potential profitability. But of course, John Lewis’ commitment to supporting charities does mean that national charity, The Wildlife Trusts is also benefiting. Ten percent from the sale of the soft toys and 15 percent from the sale of the mugs will be donated to the charity.
Aldi – Kevin the Carrot and Barnardos
It’s the night before Christmas for Kevin the Carrot as he makes a dash for it and runs the gauntlet of a flaming Chrismas pudding, knives, graters and runaway potatoes to find Father Christmas, only to end up as the carrot on a stick leading Rudolph on the journey to deliver presents. A soft plush version of Kevin the Carrot is now available to buy online and in store for £2.99, with 100 percent of the profits going to children’s charity, Barnados.
Sainsbury’s – The Greatest Gift and Great Ormond Street Hospital
Great Ormond Street Hospital is the lucky recipient of the funds raised from Sainsbury’s Christmas advert, which features Dave, a dad determined to come up with the perfect plan to spend time with his family at Christmas. What’s difference about this advert is that it displays the charity’s logo alongside the Sainsbury’s logo at the end. All profits from the sale of Gingerbread ‘Dave’ (£1) and The Greatest Gift film animation kit (£5) will go straight to Great Ormond Street Hospital.
Waitrose – Coming Home and Crisis
Waitrose’s Christmas ad follows the plight of a plucky little Robin and its epic and perilous journey back to its mate in time for Christmas. The supermarket is offering a range of robin-related products based on the advert, including a story book written by popular children’s author Michael Morpurgo. Homeless charity, Crisis is the supermarket’s campaign partner, and will receive 50p from every copy of the book, Coming Home sold.
Marks and Spencers – Love Mrs Claus and various charities
Mrs Claus comes in to her own in M&S’ Christmas ad. Answering a little boy’s request for something special for his big sister, Mrs Claus goes to great lengths from piloting her own helicopter to skidooing across the snow, to help. The Christmas campaign aims to reinforce the retailer’s emotional connection with its customers and show the brand as warm, special and helpful. This is reflected in the charitable component of the campaign, which will see an ‘army’ of Mrs Claus’s in store giving random acts of kindness to 15,000 customers in the run up to Christmas. For each act, M&S will donate £5 to the recipient’s charity of choice.