November 1st 2024.
The conversation in the lively features meeting took an interesting turn when we started discussing the phenomenon of Christmas TV adverts. It was a uniquely British tradition that has now become an integral part of the festive season. Unlike most countries, where people tend to avoid marketing campaigns, we actually look forward to them during this time of the year. It's quite a shift in mindset, and it can be a little confusing for those who didn't grow up in the UK.
But for these adverts to maintain their relevance and continue to capture our attention, they have to adapt to our ever-changing habits. Gone are the days of booking a slot during X Factor Big Band Week. Brands now have to be where their consumers are, and that means keeping up with the digital world. And Sainsbury's seems to have caught on to this trend, as they were the first major shop to release their Christmas advert. But there's a twist - they released it on their social media channels in the morning, before it even aired on TV during Coronation Street in the evening. And let's not forget the paid advertisement on TikTok. Yes, you read that right, TikTok.
With the younger generation spending less time watching traditional TV (according to Ofcom, less than half of 16-24 year olds in the UK watched live TV in 2023), it's clear that brands have to change their strategies to keep up. And Sainsbury's is doing just that by making sure their advert reaches their target audience through multiple channels.
Sainsbury's Head of Campaigns, Emma Bisley, spoke to Metro about this shift in strategy. "If Christmas adverts are to keep their importance, we now need to ensure they work on lots of different channels," she stated. "People tend to have shorter attention spans now too, so it's got to be something snappy that gets their attention." And that's exactly what Sainsbury's is trying to do with their Christmas advert featuring the beloved Roald Dahl character, BFG. Together with a real Sainsbury's worker, Sophie, BFG goes on a culinary adventure across the UK, spreading Christmas cheer and donating food to a family in need.
But it's not just about the TV and social media presence. BFG will also be heard on the radio and even on merchandise. As Emma emphasized, "A great idea has to work in more places than just on TV now. We've got to be where our customers are, but still give them that warm feeling they expect." It's a shift that's happening across the board, with the OG Christmas star, John Lewis, also changing their game.
John Lewis, known for their tear-jerking adverts, has been teasing fans with short snippets of their Christmas advert on Instagram. And even those snippets managed to tug at our heartstrings. In their latest post, a woman receives a pink jumper from her mum, which she initially doesn't love, but it eventually becomes a significant part of her wardrobe. The caption reads, "The best presents are the ones that they never knew they wanted
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