In the midst of the big squeeze a third of consumers believe that the festive season is more important this year than ever.

This is the insight which sits at the heart of Tesco’s Christmas campaign. Created by BBH, the spot is the antithesis of the backbiting and broken promises beloved of British politicians in 2022. Instead ‘The Christmas Party’ is campaigning for the festive merriment, which is much needed in the tough current climate. 

The opening line ‘Britain, there’s a joy shortage’ is a nod to the turbulence and seemingly unending challenges of the past year and is the latest display of Christmas cost of living creativity.

Great (Christmas) Expectations

Joy sits at the heart of the campaign, with research from the retailer silencing the festive cynics by confirming that 87% of people claim that Christmas brings them joy. That festive magic is even more important this year with the research revealing that over a third of consumers (36%) say this coming Christmas is more important to them than ever before. While over a quarter (26%) are looking forward to Christmas more than usual this year.

Yet, alongside Boots, which last week unveiled its ‘most affordable Christmas’ ever, in a joy-fuelled campaign from VMLY&R, Tesco is placing value front and centre. Fellow retailer Morrisons also turned to a value-fuelled message with the return of Farmer Christmas in a new campaign from Publicis Poke. 

Alessandra Bellini, Chief Customer Officer at Tesco, explained: “It’s very important that our seasonal campaigns reflect how our customers genuinely feel and what we know they are looking for. We understand that it is a tough time at the moment with everyone’s finances under pressure, but we also know that people are looking forward to Christmas – in fact, our research shows that there is even more excitement around it than usual.”

Joy in the midst of the cost of living crisis

The advert informs viewers that Tesco has formed ‘The Christmas Party’, to help the nation to stand up for joy this Christmas. We then see The Christmas Party taking to the streets to highlight the ingredients of a joy-filled Christmas.

These include the party food almost two thirds of consumers (64%) plan to serve. While mince pies also get some airtime, with Tesco’s research revealing they are the first official taste of Christmas for two in five people. Pigs in blankets also score highly, with almost half (48%) of consumers naming them their favourite festive trimming. Despite the economic and emotional challenges of the past 12 months, British consumers’ are looking forward to the things they love most about the festive season. 

Notably, in a year in which political polarisation and division has topped the agenda the campaign touches on the universal shared conversations of Christmas. From favourite party foods to that perennial festive debate of what day the bins are being taken out, the mainstays of Christmas each get their moment. While a price point of £25 for a festive dinner of five responds to the real world challenges of Christmas 2022. 

Bellini explains: “Through our campaign, we take a look at those moments during the festive period that unite us all – including the delight of eating delicious desserts, sitting around a table together with loved ones, movie nights in our PJs and even the inevitable confusion around bin day – to put a smile on people’s faces as we prepare for a season of meaningful celebrations.

The concept was developed by Creative Director Christine Turner and Creative team, Marc Rayson & Callum Prior of BBH, and directed by Fredriek Bond from MJZ production. The TV ad comes in a 60-second version and is set to the soundtrack of The Final Countdown by Europe. The campaign comprises of TV, press, OOH, radio, social, in-store and PR.