Waitrose Scraps Fancy Christmas Advertising to Promote Charity
Waitrose is "breaking with convention" this year by foregoing big budget Christmas advertising to instead donate £1m to good causes through its green token 'Community Matters' scheme.
This initiative gives customers the opportunity to influence where Waitrose donates funds by choosing which three local good causes to support when in-store.
Their "unglamorous" Christmas ad will see celebrity Chefs Heston Blumenthal and Delia Smith appear in an empty studio standing next to the Waitrose community collection box that is usually found at their High Street outlets.
The advertising campaign, which carries the strapline 'Giving more this Christmas', first aired on YouTube (2 November) and launched on TV during the X-Factor.
Rupert Thomas, Waitrose Marketing Director, commented: "At what is a difficult time for many people across Britain, we feel that Christmas is the right time to give more back to good causes in the communities we serve. There are no snow machines, no festive glitter, just an echoey studio stripped bare of Christmas trimmings. By cutting back on our production costs we can channel an additional £1m to local good causes."
Waitrose is also focussing on launching its first major promotion for the MyWaitrose loyalty scheme, which celebrates having achieved more than one million members.