Waitrose and John Lewis Christmas advertising campaign celebrates kindness and encouraged to ‘Give A Little Love’
It’s that time of year again, the long-awaited (well by some) John Lewis and Waitrose Christmas advert. This year the retailer is encouraging kindness and help raise £4m for two charities – Home-Start and FareShare
A further £1m will be donated by Waitrose and John Lewis branches to local charities supporting families in need. The advertising is one element of a major campaign by the two retailers, which also launches today, on National Kindness Day, under the strapline ‘Give A Little Love’. The campaign aims to make a lasting difference to some of those hit hardest during 2020.
Together John Lewis and Waitrose are aiming to raise £4m for two charities: FareShare, which helps those facing food poverty and Home-Start, which works with parents who need support. £1m will also be donated by shop Partners to charities who support families in their local communities. The charities will use these donations to provide food, comfort, emotional support and advice to at least 100,000 families in need.
Since the pandemic started FareShare has had to double the amount of food it distributes to meet the rising demand, and over one-third of Home-Start centres have seen an increase in demand for its services.
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.
For the first time a new song was commissioned for the Christmas campaign. Written and recorded by British soul singer, Celeste, the song is also called ‘A Little Love’. Last year, she won a Brit Award and in January this year she was crowned BBC Music’s Sound of 2020. Every time the track is downloaded Celeste and her record label Polydor will make a 10p donation to the campaign.
James Bailey, Executive Director of Waitrose, said: “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.”
Peter Grigg, Chief Executive at Home-Start, said: “Families are running on empty. The pandemic has been hard for all families, but it’s been toughest on those already facing challenges around mental health, low incomes, and other challenges in their lives. I have been overwhelmed by the kindness shown in our communities during the pandemic, but I know there is so much more to do. That is why I am so proud that John Lewis and Waitrose are supporting Home-Start with this amazing campaign. With the help of John Lewis and Waitrose Partners and customers we will be able to work with more families when they need us most.”
Lindsay Boswell, Chief Executive at FareShare, said: “This year has been incredibly tough for so many and FareShare has seen the need for our food skyrocket. The number of charities and community groups applying to receive food through FareShare has more than doubled and 90% of the organisations we work with expect demand to remain the same as at peak crisis levels, or even increase through the winter.
“We continue to provide over two million meals per week to vulnerable communities across the UK, and more than two thirds of the food we distribute goes to children and families, so we know that there is a real need for our work at this time.
“We are so thrilled to be partnering with Waitrose and John Lewis, which will help raise awareness of the work FareShare does in supporting thousands of families every day. The extensive nature of this joint partnership is remarkable and will enable us to have a big impact on the lives of so many during the tough months ahead.”
Commenting on her song Celeste said; “I felt honoured to be asked to take part. I wanted to create something that felt classic but still true to who I am as a writer and performer.”
Look out for the first broadcast of the advert on TV tomorrow evening during ‘The Voice’ on ITV.
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