Charity push for Christmas from John Lewis and Waitrose
John Lewis has abandoned the format of its Christmas advertising campaign, instead hoping to raise millions of pounds for charities.
The Give A Little Love advertisement is a joint campaign for John Lewis and Waitrose, and aims to raise £4m for FareShare, which helps those facing food poverty and Home-Start, which works with parents who need support. £1m will also be donated by the group’s staff to charities who support families in their local communities.
Customers will be encouraged to give a little love in five different ways: making a charity donation, buying campaign products with 100% of profit donated to the charities, using their loyalty card to increase the Partnership’s donation, giving a little love to someone they know who needs it and helping in their local community.
Customer donations up to the value of £2m will be match funded by a donation from the John Lewis Partnership. A further fund of over £1m has also been created to ensure all of the retailers’ shops will be actively partnering with FareShare and Home-Start and a range of local family charities in the communities they serve.
The two minute advert is a celebration of different forms of moving art - from animation and claymation to CGI and cinematography. It is made up of nine different vignettes created by eight different artists. The scenes are connected to create a long chain of giving, as each film passes the campaign’s heart emblem on to the next part of the film. The storyline illustrates how acts of kindness, large and small, can multiply and positively impact the world in which we live as we pass them on to others. The different moments of kindness captured in the film are designed to appeal to different audiences, from children upwards.
The 30 second complementary advert was created by four post-graduate students from Kingston University.
In another step away from its traditional approach, for the first time a new song was commissioned for the campaign. A Little Love is written and sung by Bit Award winner Celeste.
‘The pandemic has highlighted the growing inequalities across the country, with those who are already most vulnerable disproportionately impacted. Through our partnerships with FareShare and HomeStart we’re aiming to make a big difference to the lives of 100,000 families in the UK. Each year festive adverts come and go - and some are remembered more vividly than others. But our advertising this year will leave a lasting legacy - and in that way, we hope it won’t just be for Christmas. We did consider whether it was right to produce an ad this year at all. However, FareShare and Home-Start, told us how much of a difference this campaign could make, both on a financial level and in raising awareness of the incredibly important work they do with families across the UK,’ says James Bailey, Waitrose executive director.