Christmas is coming…or is it here already?
The embers of fireworks night have barely ceased to glow as the country’s major retailers kick off their Christmas campaigns. The Internet has seen a flurry of activity and consumer interaction with the collection of new ad campaigns, as eagerly anticipated and lauded these days as the Oxford Street lights.
A territory previously dominated by the John Lewis partnership, competitors have taken note, seeing Morrisons, Asda and Lidl adopting a similarly stylised aesthetic to capture the nation’s heart (and social feeds) this festive period.
Waitrose builds on the look and feel of their autumnal campaign, celebrating Christmas through a Richard Curtis lens, heroing Britishness, food producers and family cosiness across an urban and country setting. The content delivered is both aspirational (the inclusion of Heston and his perfect puds), inspirational and designed to resonate with their shopper heartland of scratch cooks, promoting the tagline Waitrose Makes Christmas, with the subsequent hashtag #makeschristmas in a bid to drive social media chatter. https://youtu.be/70zjxza3Jqs
Lidl’s creative showcases a retro feel, with a nod to the 70s, a key trend of 2015 – featuring relatable seasonal pressure points treated with humour – e.g. what to do in the event of the turkey not fitting in the oven etc. The viral power of the campaign lies in its tongue in cheek representation of identifiable shared experience that transcends shopper demographics. The contextual underpinning conveys the message that Lidl is the affordable, down to earth solution this year for Christmas. https://www.youtube.com/watch?v=KWVO_VDd2_8
Asda take to the floor with a unique perspective, heroing the party season. The brand has chosen a partnership with Shazam to discover more, possibly with the aim to encourage radio play of Christmas theme song akin to Lily Allen’s infamous Keane cover for the John Lewis 2014 ad. With loud and colourful music, the advert shines the spotlight on convivial celebrations with friends in the main, with flashes of family inclusion. The supermarket is encouraging the sense of wild abandon #becauseitschristmas – a longer hashtag than average – anything goes. https://youtu.be/VE7KOmkGcjo
Encroaching on Sainsbury’s message of Handmade, and Waitrose’s Britishness theme, Morrisons are also dialling up their foodie credentials, positioning themselves as the country’s jolly greengrocer, complete with red and white striped aprons and grocer’s hats. Reference is made to their own smoked salmon and hand finished deserts – elevating themselves above the discount stores to compete with more middle of the road competitors. Interestingly the supermarket has described their staff members as the “real stars” of Christmas, opting for a celeb free campaign in the spirit of celebrating their staff and to #makeitmagical http://on.fb.me/1L0Vzc1
With more than 20% of their marketing activity now put into digital activation, to gain cut through in this now cluttered activity, M&S are promising to make Christmas 2015 the most digital ever with their campaign, building on their 2014 interactive Christmas Fairy Campaign – one to watch on how they will disrupt the John Lewis popularity. The wait continues for this offering and of course Sainsbury’s creative too.
So will this be the biggest Christmas yet? It’s certainly ramping up with a steady increase in chatter on #christmas from 2,334 mentions on October 29th to 14,033 on November 5th. But it’s not only Christmas that people are talking about…
Now that we’ve seen the John Lewis ad released today (Friday 6 November) we expect things to really take off, with #manonthemoon generating over 22k tweets and re-tweets in the first hour of it’s launch, with the majority of viewers really loving it. We think it’s going to be a hard task for other advertisers out there to knock John Lewis off their perch as the most favourite Christmas ad for 2015, but you never know…watch it here https://youtu.be/wuz2ILq4UeA