Waitrose is putting community spirit at the heart of its Christmas campaign this year with a beautifully crafted film shot in black and white.
The ad, devised by adam&eveDDB, is set in a remote pub in the Yorkshire Dales, where local villagers gather for a drink on Christmas morning. When a terrible snow storm hits the area, we witness how a generous act of Christmas spirit brings the community together in the most unconventional of Christmas Day meals.
The pub, The Tan Hill Inn near Richmond, is the highest pub in Britain (at 1,732 ft (528m) above sea level) dates back to the 17th century and has been snowed in 50 times since 2005. Revellers were snowed in on New Year’s Eve in 2009, and one snow-in even lasted 11 days. However, when the pub was put up for sale in 2017, the erstwhile landlady warned that anyone hoping to get snowed in would find that she’s not a ’24-hour waitress’.
The 90 second TV ad breaks on 12th November on TV during the X Factor and across Waitrose’s website and own channels. It is supported by digital and digital OOH.
Manning Gottlieb OMD handled the media for the campaign. The plan has been built to reflect different needs for customers across the festive period (from inspiration, to timely products and offers) ensuring Waitrose is there to help them be the perfect host.
The original music in the ad is ‘Carol of the Bells’ by composer Mykola Leontovych. The track was rearranged by musician and composer Guy Farley.
Waitrose will create ‘community tables’ in many of its cafes inviting customers to join others at shared tables. There will be a UK-wide competition online offering customers the chance to win one of five foodie feasts for their community group catered by some well-known names.
Waitrose’s Christmas campaign also encompasses a series of product ads, featuring the retailer’s Christmas range, including Italian Style Turkey Parcel, Heston from Waitrose Persian Spiced Christmas Pudding, Salted Caramel Profiterole Tart, Brunch Croissants & Bloody Mary Shots and Leckford Estate Brut.
The 20s product ads break on TV and VOD on 16th November and are supported by cinema, print, digital display and OOH. The campaign uses the line: At Christmas, there’s nothing quite like Waitrose.
Martin George, Customer Director, Waitrose, said: “Food plays an essential role in bringing people together. When we have the opportunity to eat with others, we can enjoy great food and feel closer to those we share the experience with. As our ad depicts, eating together is a way to share not just food but friendship and community spirit.”
Tammy Einav, Joint CEO, adam&eveDDB, said: “Christmas and Waitrose is all about the people, the food and the joy of being together… even when you might not have planned to be. This year’s campaign is something different from Waitrose and redefines the concept of the family coming together around a home cooked meal. We have a different ‘family’, a different reason for being together and a different version of a home-cooked meal. But when the food is the quality of Waitrose, the joy of Christmas dinner is as strong as ever.”
Source: Little Black Book