Waitrose launches ‘Coming Home’ Christmas advert
The epic journey of a robin is the focus of the new Waitrose Christmas TV campaign, which aired for the first time last night during ITV’s The X Factor Results.
The 90 second advert reflects the real-life migration of a young Scandinavian robin on an eventful journey across mountains and seas. When it finally reaches home in a UK garden, the robin is reunited with a feathered companion to enjoy a festive treat – a Waitrose 1 mince pie – left by a young girl, who has eagerly awaited its annual return.
The advert, which has been created by adam&eveDDB, follows the supermarket’s spring adverts, which centred around the provenance of food produced by Waitrose farmers and growers around the UK.
Rupert Thomas, Waitrose marketing director said: “Coming home is a central theme at Christmas when welcoming, hosting and providing a special meal for loved ones is at the heart of celebrations.
“Sharing the best possible food and drink with family and friends is one of the great joys of the festive period and we hope that the determination of our robin resonates with viewers as they follow his journey back to where he belongs. It’s a story of love, courage and the importance of enjoyment with family and friends.”
A book telling the story of the advert will arrive in Waitrose branches and independent book shops from 14 November. The film will also feature in cinemas while a game, developed by Manning Gottlieb OMD, will give social media followers an interactive experience of the robin’s journey home.
The appearance of a robin occurs throughout the rest of the Christmas marketing activity at Waitrose, both in store and online. In addition, various robin-related products will be available in store to coincide with the launch of the advert, including kitchenware, clothing, toys and gift wrap.
