In the festive flurry of Christmas adverts, it’s tempting to crown a winner based on a single metric from nostalgia to humour, emotional pull, or even just a catchy tagline. But in 2024, the real question isn’t just who did it best? It’s who did it savvier?
For years, UK grocery retailers have been locked in a battle for the hearts (and wallets) of shoppers. Some lean into tradition, like Tesco’s emotional festive reflection on feeding the Christmas Spirit. Others, like Boots, modernise the season with twists on gift-giving by Mrs Claus. Aldi’s cheeky humour and John Lewis’s knowing who you are gifting for both hold their own. But this year, Waitrose stood out, not just for the main advert, but for what came after the big reveal (and the suspense continues…)
More Than Just the Main Event
Waitrose’s “Secret Suspicion” campaign took a classic ‘whodunit’ and spun it into something delightfully interactive. The TV spot teased us with the mystery of the stolen pudding, perfectly capturing the cosy chaos of family Christmases. But it didn’t stop there. On social media, they pulled in the iconic duo from Line of Duty, turning the investigation into a tongue-in-cheek interrogation, with fans poring over clues to solve the case. The brilliance? It’s evolved, creating layers of engagement across platforms with different characters that have a diverse appeal.
Similarly, Asda’s “Gnomes” campaign demonstrated that a single ad is just the beginning. While the TV spot charmed with its whimsical story of mischievous gnomes spreading Christmas cheer, the campaign extended into social media, recruiting an unexpected audience: Nan’s. This move not only broadened their demographic appeal but also added an extra touch to a playful concept that they have tapped into previously with social media campaigns.
The Key to Christmas Campaign Longevity
The secret sauce here is through-the-line storytelling. It’s about taking a central idea and weaving it seamlessly across every touchpoint. TV grabs the attention, but social media, in-store activations, and PR stunts sustain it. These campaigns evolve over time, keeping shoppers engaged and ensuring the narrative stays fresh in the face of “Christmas creep.”
But here’s the challenge: how do you avoid festive fatigue when the tinsel starts appearing before Halloween? The campaigns that succeed are those that unfold, they offer surprises, interactive elements, and layers of discovery. It’s not enough to entertain; you’ve got to invite your audience to play along.
Where Retailers Win Big
For retailers, the real magic happens when campaigns aren’t just clever but connected. They’re dynamic, capable of reaching different audiences on different platforms, in different ways. TV, social media, digital, and in-store activations should feel like chapters of the same book, each building on the last, each adding depth.
Tesco’s campaign is another example of this integration done right. While their main TV advert delivered nostalgia with gingerbread-inspired charm, they didn’t stop there. On TikTok, Tesco brought the festive spirit alive using their in-store colleagues by using a creative filter featuring their store colleagues. The interactive tool lets shoppers choose meal deals in a playful, game-like format, blending entertainment with practicality. It’s not just about watching the advert; it’s about experiencing the brand’s festive energy in a way that feels personalised and fun.
Waitrose nailed it with their detective spin, turning passive viewers into active detectives. Asda did it by connecting with the unsung heroes of Christmas, the grannies, both bringing an unexpected perspective to their festive tale. These aren’t just campaigns; they’re experiences, and that’s what makes them memorable.
We will be tuning in later this week to see the big reveal from Waitrose and find out who did do it!
The Power of Festive Collaboration
Another observation in this year’s Christmas campaigns is the sense of playfulness not just with audiences, but between brands themselves. Aldi’s ever-popular Kevin the Carrot campaign got an unexpected nod from Specsavers, who jumped into the conversation on TikTok with a witty comment about Kevin’s & fellow casts new specs. It’s a great example in how to make your brand part of the festive buzz, even if you’re not leading the campaign.
This kind of cross-brand engagement isn’t just fun for audiences; it’s a clever way to extend reach and stay relevant. There’s nothing wrong with joining in on someone else’s campaign if it’s done in the right spirit. Christmas is about goodwill, after all and a little playful collaboration shows brands can embrace that spirit, too. It’s a great reminder that sometimes the best engagement opportunities come from simply joining the conversation.
Looking Ahead: What Can We Learn?
The best Christmas campaigns don’t just create a moment; they create momentum. Retailers that build stories capable of evolving through the festive period, connecting across platforms, and surprising audiences along the way, will continue to dominate.
In the end, it’s not just about who had the best Christmas advert. It’s about who told a story, one that didn’t stop at the TV screen but extended into our feeds, conversations, and shopping baskets. And as marketers, the takeaway is clear: the campaigns that win Christmas are the ones that keep the festive spirit alive long after the first airing.
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John Lewis Christmas advert this year tells tale of two sisters | John Lewis Christmas ad | The Guardian
BBC News: John Lewis, Tesco, Amazon go for tear-jerkers, as others find Christmas fun