Waitrose have chose to go in the opposite direction to most brands out there and launched an 'unglamourous' Christmas campaign. The ad stands out because it's unconventional of the typical festive ads we see around this time of year, it's not an ad featuring a nice christmas dinner or somebody buying presents it's the simple idea that they are giving more to charity instead. It's obviously going to work wonders for their corporate social responsibility because they are saying that rather than having a fancy christmas ad they are giving an extra £1million to local charities. It actually works well in creating negativity for other brands such as John Lewis who have gone with their traditional festive ads because it makes them seem like they don't care as much for charity as Waitrose do.
Interestingly although Waitrose are priding themselves on spending more money on charity rather than a Christmas campaign they still cleverly managed to get a bit of celebrity endorsement with Delia and Heston. I think without them the ad itself would become forgettable because although there's a good cause behind it, it's actually quite boring and I only remember it because it has the celebrities in. Overall though I think it's a good approach to make Waitrose stand out amongst all the similar and typical Christmas ads that will be flooding our televisions for the next month.
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