Waitrose and John Lewis will today unveil this year’s Christmas advertising campaign, inspired by the friendliness of the British public during the pandemic, encouraging viewers to show a little love for others.
The advertisement is part of a major campaign by the two retailers that starts today, on National Kindness Day, under the motto “Give A Little Love”. The campaign aims to make sustainable improvements to some of the hardest hit in 2020.
Together, John Lewis and Waitrose plan to raise £ 4 million for two charities: FareShare, which helps people with food poverty, and Home-Start, which works with parents in need. £ 1 million is also donated by business partners to charities that support families in their local communities. The charities will use these donations to provide food, comfort, emotional support and counseling to at least 100,000 families in need.
Since the beginning of the pandemic, FareShare has had to double the amount of food it distributes to meet rising demand, and over a third of home launch centers saw demand for its services surge.
The story of “Give A Little Love” was created by adam & eveDDB advertising agency. A two-minute ad is designed to inspire the nation to show a little love for those around you, while a free 30-second ad includes a direct call in support of the two charities.
Customers are encouraged to show a little love in five different ways. make a donation to charity, Purchase of campaign products 100% of the profit is donated to charities. Your loyalty card can be used to increase the partnership’s donation, give a little love to someone you know, and help out in their community.
Customer donations up to a value of £ 2 million are funded by a donation from the John Lewis Partnership. Another fund of over £ 1 million has also been set up to ensure that all retail stores are actively working with Fareshare and Home-Start as well as a number of local family charities in the communities in which they operate.
The two-minute advertisement celebrates various forms of moving art – from animation and claymation to CGI and cinematography. It’s made up of nine different vignettes created by eight different artists who are leading experts in their respective arts, including Chris Hopewell, who created music videos for Radiohead and Franz Ferdinand, and French animator Sylvain Chomet.
The scenes are linked together to form a long chain of giving, as each film carries the campaign’s heart emblem to the next part of the film. The plot shows how friendly actions large and small can multiply and have a positive effect on the world we live in if we pass them on to others. The various “moments” of friendliness captured in the film are intended to appeal to different target groups, from children onwards.
The unique approach was chosen in the spirit of kindness to the creative industry, which has been hard hit by the pandemic. Instead of a single production team, multiple artists were selected to give work to many people in the creative industry.
The 30-second add-on ad was created by four Kingston University postgraduates chosen for their distinctive style that is joyful yet humble. Both ads were directed by renowned British director Oscar Hudson.
Another step away from its traditional approach, a new song was commissioned for the Christmas campaign for the first time. The song was written and recorded by British soul singer Celeste and is also called “A Little Love”. It won a Brit Award last year and was crowned the Sound of 2020 by BBC Music in January of this year. Every time the track is downloaded, Celeste and her record label Polydor donate 10p to the campaign.
James Bailey, Executive Director of Waitrose, said: “The pandemic has highlighted growing inequalities across the country, disproportionately affecting those who are already most at risk. Through our partnerships with Fareshare and HomeStart, we aim to improve the lives of 100,000 families in the UK significantly.
“Festive advertisements come and go every year – and some are remembered more vividly than others. But our advertising this year will leave a lasting legacy – and that way we hope it’s not just Christmas. “
“We thought about whether it was right to even produce an ad this year. However, FareShare and Home-Start have shared with us the difference this campaign can make, both financially and in raising awareness of the incredibly important work they are doing with families across the UK. “
Pippa Wicks, Executive Director of John Lewis, said, “We recently set out our goal that our business should be a driving force. So we decided that this year is the year we set new standards and do something different.
“We have a long history of helping the communities we serve. So if we bring one of our most popular assets, our Christmas display, to market, it’s appropriate to take that step further by working hand in hand with two incredible charities that need families to support.
“We were humbled by the friendliness of the British public during the pandemic. We want this campaign to be uplifting and inspire everyone to show something kind in their own way this Christmas, especially for those who need it most. The pandemic has proven that it is our little acts of love and kindness, especially in challenging times, that capture what it means to be human. and when a small act of kindness multiplies it can have a lasting impact.
Peter Grigg, Managing Director of Home-Start, said: “Families are running out of steam. The pandemic has been tough for all families, but it has been toughest for those already facing mental health, low income, and other challenges in their life. I was blown away by the kindness our communities showed during the pandemic, but I know there is so much more to do. That’s why I’m so proud that John Lewis and Waitrose are supporting Home-Start with this great campaign. With the help of John Lewis and Waitrose Partners and Customers, we can partner with more families when they need us most. “
Lindsay Boswell, General Manager of FareShare said, “This year has been incredibly tough for so many and FareShare has skyrocketed the need for our food. The number of charities and community groups applying to receive food through FareShare has more than doubled, and 90% of the organizations we work with expect demand to remain at the highest levels of crisis or even increase during winter .
“We continue to provide more than two million meals a week to vulnerable communities across the UK and more than two-thirds of the food we distribute goes to children and families. So we know that there is a real need for our work right now.
“We are excited to partner with Waitrose and John Lewis, which will help raise awareness of FareShare’s work in helping thousands of families on a daily basis. The broad nature of this mutual partnership is remarkable and will allow us to make a huge impact on the lives of so many people in the difficult months ahead. “
Commenting on her song, Celeste said, “I was honored to be asked to take part. I wanted to create something that felt classic but still matched who I am as a writer and performer. “
The ads, which will go live this morning at 7:00 am on social media, will be broadcast for the first time on television tomorrow evening as part of “The Voice” on ITV.
A number of “Give A Little Love” merchandise, including a heart-shaped umbrella like the one in the ad, are for sale today on Waitrose and John Lewis’ websites and in their stores. All profits from the sale of the products go to the complaint.
In addition to the fundraiser, Waitrose and John Lewis offer hands-on support to charities. The knowledgeable partners provide nutrition and kindergarten advice to Home Start Community groups, and both retailers donate excess inventory directly to families in need.
The campaign builds on the nonprofit support the partnership provided during the pandemic. Since the pandemic started, the partnership has provided £ 2.7 million to charities and local communities. This includes designing and manufacturing products ranging from face coverings to mugs and bags to collectively raise funds for NHS Charities Together. Waitrose recently passed the three million milestone on meals redistributed to those who need them through the fareshare program and the supermarket will continue to donate excess groceries.