17 Dec Festive campaigns we love this Christmas
After a difficult year like this one, many of us will be keen to get into the festive spirit and enjoy one last hurrah (within our bubbles) before we say goodbye to 2020. Perhaps then it’s unsurprising that retailers and advertisers have gone above and beyond to make ‘the best of a bad year’, as described by Campaign Magazine. From Tesco declaring that ‘No one is on the naughty list’, to the launch of B&Q’s Christmas tree home delivery service, our favourite retailers have pulled it out of the bag – so to speak. That’s why we wanted to dedicate a blog to our favourite festive campaigns of 2020.
After Tesco discovered that 78% of British people admitted to doing something ‘naughty’ this year, the retailer decided to launch its #NoNaughtyList campaign to provide reassurance and unity to its customers. Its research also found that 74% of consumers wanted to see light-hearted content in its festive adverts this year and it certainly does this – to the tune of Britney Spears’ early 2000s hit, Oops!…I did it again. This has been matched by Tesco’s ever recognisable in-store print collateral, drawing customers to the elusive festive aisle and supporting POS conversions.
Costa Festive Menu
Every year, customers wait in anticipation for the release of Costa’s festive drinks. In 2020, the nation’s favourite coffee shop delighted fans by announcing its Christmas treats including a Quality Street Purple One Hot Chocolate, After Eight Hot Chocolate and Terry’s Hot Chocolate Orange. As you might notice, this is the first year that the chain has taken three festive chocolates and transformed them into alluring drinks. Alongside the launch of its festive food selection including a lobster toastie, and a brie, bacon and cranberry panini. This has been cleverly promoted by a mixture of mouth-watering in-store campaigns to help drive POS purchasing decisions, and outdoor print campaigns to drive footfall.
B&Q Christmas Tree Home Delivery
For the first time ever, B&Q announced that it would be offering home delivery services for its real Christmas trees to support those who are self-isolating at home or practising social distancing. With the undeniable rise of home delivery services throughout 2020 and the expectation that it will be responsible for 30% of sales by 2025, the home improvement retailer has worked to give its customer what they want this Christmas. Plus, all of its trees are harvested from sustainable forests, with 93% grown in the UK, a green-focused approach that we love to see.
That’s an Asda Price Christmas
Described as ‘the Christmas we all need at the prices we all want’, the Asda Price Christmas campaign focuses on the retailer’s key selling point – affordability. Featuring one of its home delivery fleet vehicles fully branded with its campaign messaging, this year’s advert focuses on creating a different kind of Christmas, but one that can still be enjoyed. Yet alongside its advertising campaigns, the retailer has made headlines with the announcement that it will be giving colleagues a paid day off on Boxing Day as it will be closing all of its stores, which follows the launch of its ‘Thank You’ fleet campaign in June which celebrated the nation’s key workers
Clever Christmas campaigns that helped to lift our spirits are what we needed in 2020, not only to provide a little comic relief but to show compassion and unity after a difficult year. We believe high street retailers have done this exceptionally well with campaigns that will be remembered for years to come. But what has been your favourite campaign of 2020?