This week, Tesco unveiled its 2024 festive campaign, aiming to uplift and nourish the Christmas spirit with a heartwarming advert and charity initiative.
- The campaign, created by BBH London, follows Gary as he rediscovers Christmas joy, sparked by a gift from his grandfather.
- Gary’s story takes viewers through a magical transformation of his surroundings, inspired by gingerbread.
- The campaign highlights a thoughtful charity initiative, with Tesco donating funds from gingerbread sales to support food access.
- Through this campaign, Tesco aims to evoke joy and community spirit around the holiday season.
Tesco’s 2024 festive campaign, launched in collaboration with BBH London, embarks on a journey to rekindle the joys of the holiday season. At its heart is a touching narrative featuring Gary, whose Christmas enthusiasm is reignited through a simple yet meaningful act – receiving a pack of gingerbread men from his grandfather.
As Gary immerses himself in the spirit of Christmas, viewers witness a captivating transformation of his world into a gingerbread wonderland. Scenes evolve into a dreamlike settings: from a gingerbread scooter to a supermarket till, all culminating in a vibrant market square. However, the joy is tinged with nostalgia as Gary remembers his grandmother, confronting the ache of her absence during festive times.
Central to the story is the tradition of building a gingerbread house, a cherished activity Gary used to share with his grandmother. As he and his grandfather revive this tradition, the gingerbread house becomes a centerpiece at their Christmas feast, symbolizing love and continuity amidst change.
In addition to the storyline, Tesco integrates a charitable gesture into their campaign. They commit to donating 10p from every gingerbread sale to Trussell Trust and FareShare, initiatives focused on enhancing food accessibility for those in need. Becky Brock, Tesco’s group customer director, articulates the campaign’s essence: connecting people with moments that enrich Christmas spirit, recognizing both its joys and the small hurdles that can dampen it.
Through this initiative, Tesco aspires to bring people together, emphasizing the shared experience of Christmas. The advert and accompanying charity efforts are designed to offer support, solace, and smiles during the holiday season.
Tesco’s 2024 campaign not only celebrates festive joy but also fosters community support through meaningful charity efforts.
