Five Christmas campaigns we liked in 2017: vote for your favourite
‘Tis the reason – Iceland
Iceland’s tongue in cheek campaign hits on the trend of families filming each other unwrapping Christmas presents. Nine versions of the below film have been created, with each humorously edited to show people unwrapping the supermarket’s range of Christmas food.
Mel Matson, marketing director at Iceland, said: “This Christmas we decided to go against the ‘tear-jerking blockbuster’ grain with lots of ads that will hopefully make people feel jolly this Christmas.”
According to social media monitoring tool Brandwatch, campaign mentions between 5 November and 4 December were 85 per cent positive.
Paddington and the Christmas visitor – Marks & Spencer
Marks & Spencer’s festive caper sees Paddington Bear unwittingly thwart a burglar and save Christmas for his family and neighbours. The film racked up close to two million views in four hours on the Marks & Spencer Facebook page after launching on 7 November, and has been watched more than 6.5 million additional times on YouTube.
Brandwatch said 97 per cent of mentions about the campaign have been positive. M&S also employed various PR techniques to amplify its film; including selling a storybook version of the film and creating #LoveTheBear, a hashtag complete with its own pawprint emoji.
#ChristmasTogether – Waitrose
Tapping into the festive theme of eating together, Waitrose created a quintessentially British campaign film about villagers sharing Christmas dinner after being snowed in at a pub. The film has been viewed close to 2 million times on YouTube, while Brandwatch said 98 per cent of comments on social media have been positive – the highest of any 2017 Christmas campaign.
The campaign includes a competition through which five people can win a feast for their community, while the supermarket also invited influencers and bloggers to a special supper club to further celebrate this idea. Like many of its rivals, Waitrose also created a book inspired by the campaign film. The book is available for £5, with 50p from every book sold donated to anti-poverty charity The Trussell Trust.
Hijacking Coke – Greenpeace
Greenpeace’s take on the iconic Coca-Cola festive ad follows the story of several families at Christmas, but punctuates various scenes with signs that not all is as it seems. The clip ends with a large dump truck, driven by a man in a Santa suit, tipping plastic bottles into the sea.
Greenpeace said it wanted to “hijack Coke’s huge PR push” at Christmas and draw attention to the number of plastic bottles that end up in landfill, on beaches and in the ocean.
So far, the emotive campaign has been viewed 1.3 million times on the environmental group’s Facebook page. It also provoked the drinks giant, which said: “Sadly this video from Greenpeace overlooks the widespread issue of ocean plastic pollution that sits beyond just Coca-Cola.”
Every bit of Christmas – Sainsbury’s
Sainsbury’s broke with tradition this year, creating “a departure from the Christmas special” that aims to celebrate the way people live well during the festive season. ‘Every bit of Christmas’ centres around a catchy song written by rapper and comedian Doc Brown.
The supermarket also decided against creating any merchandise to accompany its Christmas campaign; instead opting to focus on promoting its range of food and drink products.
While the campaign may have struck a chord with PRWeek’s Christmas panel, data provided by Brandwatch shows mentions across social media were just 60 per cent positive between 5 November and 4 December.
Read next: Lower budgets, higher impact? Our Christmas panel on the charity campaigns cutting through the crowd