European retailer Tesco has just launched "Helping Feed Your Christmas Spirit," a fantastical holiday campaign that transforms the world into a sweet treat.
Led by creative agency BBH London, the new effort is about the importance of being together with loved ones despite trying times that may dampen the holiday spirit.
The spot, produced by Iconoclast and Alaska, was initially teased in a series of social media posts that put a gingerbread-flavored spin on some of its establishments.
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In a statement, Tesco Group Customer Director Becky Brock discussed the campaign's aim of connecting people with happy Christmas moments, keeping their holiday spirits up when they feel down:
We appreciate that even if you love Christmas, there can be little things that eat away at your Christmas spirit as well as things that help to feed it. We’re here to top up your Christmas spirit wherever we can."
She also highlighted the brand's festive range of snacks, including the Christmas Sandwich, mince pie, and gingerbread man.
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Meanwhile, BBH London Deputy Executive Creative Director Felipe Serradourada Guimaraes shared how this campaign builds on the success of the agency's 2023 holiday creative with Tesco:
"We wanted to create something that built on last year but still felt fresh. As the BBH mantra goes, we wanted to move it on without moving it off. Another proud moment in the BBH and Tesco partnership.”
"Helping Feed Your Christmas Spirit" runs across digital, cinema, and social platforms, with different versions made for TV, OOH, and print media across the U.K., the Republic of Ireland, and Central Europe.
As Christmas draws near, brands have begun launching holiday campaigns, many of which feature emotional and nostalgic campaigns to suit the season.
Brand storytelling is a crucial part of an effective holiday campaign, strengthening audiences' affinity with not just the products but the brand as a whole.
Christmas Wonderland
A heartfelt three-minute film follows the story of Gary, an everyman who is haunted by the loss of his grandmother.
Despite spending quality time with his grandfather, he feels his loved one's absence, especially during the Christmas season.
Set to the soundtrack of "On Melancholy Hill" by Gorillaz, the spot shows scenes of Gary going about his day as he does his Christmas shopping.
He steps out of a Tesco as the supermarket gradually turns into gingerbread, with receipts, shopping carts, and even the roof turning into holiday cookies.
Throughout his day, gingerbread follows him everywhere he goes: his hair transforms into small cookies at the barbershop, and a Christmas party setup features a gingerbread drum and a gingerbread fish.
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Not everything is happy, though, as Gary's world begins crumbling around him when he sees a photo of his gran from a few holidays ago.
Now constantly bothered by his thoughts, he leaves the party and walks back home, climbing up to the attic to find some old Christmas cards he drew.
The sight of the cards and some old photos causes him to have a flashback to a touching moment in the past when his gran baked him a gingerbread house.
This inspires him to drive to his granddad's house, where the two bake a gingerbread house in her memory, closing the spot.
Back in September, Tesco and BBH London also worked on a campaign for the AW24 collection of the chain's F&F Clothing.
