Brands
Food stores have recruited an army of influential celebrities for their festive ad campaigns as they fight for virtual influence this Christmas and look to take advantage of a booming market to party at home.
Brands
On top of that, the store also recruited Peter Crouch, the former England footballer featured on two of the UK’s top 10 podcasts, to make an original music video for social media with its tagline “puddings are huge. “
Reynolds, who has 50 million followers on Instagram alone, and McElhenney, who has 2 million followers on that site, a pair of gloves in the animated ad for M.
The shop will also sponsor Wrexham AFC as part of the partnership, with discussions about the possibility of offering food on the pitch.
Waitrose has also revamped its look, starting with its new advertising partnership with Saatchi.
Last year, Waitrose opted for a more dignified image, with farmers highlighting the care with which their food is made.
Meanwhile, Sainsbury’s incorporated the star of one of the internet’s biggest memes, ’80s pop star Rick Astley, into its ad as he made his way down the cheese aisle.
Astley is enjoying a renaissance after two performances that captivated audiences at the Glastonbury Festival this summer. His star is reborn thanks to “Rickrolling,” which consists of encouraging netizens to follow a link to a video clip of his 1987 hit. I’m never going to abandon you.
On Thursday, he released a sneak peek of Sainsbury’s ads to his roughly 1 million followers on Facebook and more than 400,000 on Instagram.
Sainsbury’s, in collaboration with newly hired firm New Commercial Arts, features Astley along with genuine members answering a child’s question about what Santa would like for Christmas lunch.
The promotion, which launches the supermarket’s new slogan Good Food for All of Us, forms the basis of a call-and-response advertising crusade in which Sainsbury’s and suppliers answer questions from visitors.
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Sharry Cramond, Director of Food Marketing, M
However, the risks of social media were highlighted in reaction to an Instagram post of an excerpt from filming M’s clothing and family items commercial.
METER
Nathan Ansell, Waitrose’s director of visitors, said the supermarket had “put a lot of effort into the virtual channel this year,” a CGI “moment” on TikTok showing cakes coming out of a store, a truly heightened activity on Meta, and a quiz on Pinterest.
Their TV ad aims to “go against the rules of Christmas advertising,” with no time where a circle of family members appears around a table and no young people in the ad.
Its theme reflects an expected shift toward home entertainment this holiday season, as families shop to save money amid peak inflation on essential items, in addition to energy and grocery expenses.
Others, however, have moved away from this trend, with Morrisons opting for a more classic ad featuring a song wearing oven mitts serenading in a home kitchen and then sitting down to enjoy a holiday meal.