Tesco has launched an inspiring 2024 Christmas campaign.
- The campaign features a heartwarming advert focusing on family traditions.
- A key narrative revolves around the character Gary and gingerbread.
- Tesco will donate 10p from each gingerbread sale to charity.
- The advert highlights how small acts can uplift the festive spirit.
Tesco has introduced its 2024 Christmas campaign, aimed at enlivening the festive spirit through a heartwarming advert and charitable efforts. The campaign, created by BBH London, is presented through a three-minute film that is set to be aired on various platforms. It follows Gary, a central figure whose festive cheer is reignited with the help of a thoughtful gift from his grandfather—a pack of gingerbread men from Tesco.
As Gary’s spirit is awakened, the environment around him transforms into a whimsical gingerbread world. This magical transition includes elements like a gingerbread scooter and a market square bathed in gingerbread-themed decor. The narrative takes a poignant turn when Gary feels the absence of his grandmother, which momentarily diminishes his joy.
The story’s core is Gary’s endeavour to rekindle a cherished tradition of constructing a gingerbread house, an activity he once shared with his grandmother. In a touching display of family bonding, Gary and his grandfather recreate this tradition, placing the gingerbread house prominently on their Christmas table amidst traditional festive dishes.
The advert culminates in a scene where the Christmas spirit is at its peak, transforming the grandfather’s house into a gingerbread spectacle as family and friends gather for a meal. This visual metaphor underscores the campaign’s message of how small gestures can significantly enhance the holiday spirit.
Moreover, Tesco is amplifying the impact of the campaign with a promise to donate 10p from every gingerbread sale towards the Trussell Trust and FareShare, organisations dedicated to providing food access to those in need. Tesco’s group customer director, Becky Brock, articulated the intention behind the campaign, recognising both the challenges and joys of the holiday season and expressing a commitment to support these moments.
Tesco’s campaign effectively marries festive joy with social responsibility, providing a heartening reminder of the season’s true spirit.
