The retailer’s first black and white advert is inspired by real life events at a remote pub in the Yorkshire Dales, where local villagers gather for a drink on Christmas morning. When a snowstorm hits the area, we witness how a generous act of Christmas spirit brings the community together in the most unexpected of Christmas Day meals.
The simplicity and theme of the advert, which has been created for Waitrose by adam&eveDDB, aims to reconnect people with the emotions of Christmas.
Martin George, Customer Director, Waitrose, says: “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.”
The advert is set at The Tan Hill Inn near Richmond, Yorkshire, which is the highest pub in Britain at 1,732 ft. As portrayed in the ad, the 17th century pub is regularly cut off by snow and people have been snowed in 50 times since 2005.
Using the line: ‘At Christmas, there’s nothing quite like Waitrose’, the 90 second TV ad airs on Sunday 12th November during X Factor on ITV1 and on waitrose.com/christmastogether 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.
Acclaimed author, Anne Fine, has written a children’s book inspired by the Christmas advert. ‘Let It Snow’ is an enchanting tale about two animal families who become unlikely companions over a festive meal. Anne is the second Children’s Laureate and has written over 50 children’s books including ‘Madame Doubtfire’, the story that inspired the successful film ‘Mrs Doubtfire’.
‘Let It Snow’, published by David Fickling Books, will go on sale in Waitrose branches and on www.waitrose.com for £5 from Monday 13 November. For every book sold in Waitrose, a donation of 50p will be made to The Trussell Trust, an anti-poverty charity which runs a network of over 400 food banks, giving emergency food and support to people in crisis.
Continuing the theme, Waitrose will create ‘community tables’ in many of its cafes inviting customers to join others at shared tables. Waitrose will also be running a nationwide competition online offering customers the chance to win one of five foodie feasts for their community group catered by some well-known names. Customers can enter at www.waitrose.com/christmascompetition from 13 November.
The brand advert will include cinema, outdoor and digital advertising as well as content in Waitrose publications and on social media.
The wider Christmas campaign will also include product advertising showcasing some of the best and innovative food available at Waitrose this Christmas, including Heston from Waitrose Persian Spiced Christmas Pudding, Italian Style Turkey Parcel, Brunch Croissants & Bloody Mary Shots and Leckford Estate Brut, which is produced at the supermarket’s own farm in Hampshire.