Store wars for a cause? Sainsbury’s, Waitrose and John Lewis add charity dimension to Christmas campaigns
John Thompson | 19 October 2014 | Blogs
This time last year, I reviewed retailer-charity partnerships suggesting that, inter alia, supermarkets should promote their charitable partnerships through their TV advertising. That being so, I was pleased to spot that Waitrose and Sainsbury’s will be adding a charitable dimension to their Christmas TV advertising campaigns this year, throwing down the gauntlet to other biggies to follow suit.
Waitrose wants you to #DonateYourVoice for one of three charities
Waitrose is calling on the nation, and its own staff, to lend their voices to its Christmas advert this year in a new initiative called ‘Donate Your Voice’, which launches this week.
From 18 October, the supermarket will run an online campaign urging members of the public to form a virtual choir and sing the soundtrack for its Christmas advert, and in doing so, help to fundraise for three special causes by creating a charity single.
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The public are being asked to visit the Waitrose ‘Donate Your Voice’ website between 18-28 Oct to record and upload their own rendition of Dolly Parton’s song ‘Try’. (An online tutorial will explain how it works).
In an advertising first, renowned music producer, David Kosten, will then mix the recordings to create a virtual choir. The choral version of the song, made up of the public’s voices, will then be used as the soundtrack for the Waitrose Christmas TV advert which will air in the run-up to Christmas.
The song will also be available to download as a single with 100% of the profits going to charity.
When members of the public donate their voice online, they will also be asked to put a virtual green token in a box to support one of the three charities involved, Age UK, Great Ormond Street Hospital Children’s Charity and The Trussell Trust.
It will work in the same way the ‘Community Matters’ scheme works in Waitrose stores, with the votes of those donating their voices determining how much goes to each charity.
Rupert Thomas, Waitrose Marketing Director, says: “We really hope ‘Donate Your Voice’ will put the fun into fundraising for the festive season, especially with the growing popularity of people joining a choir. Not only will we be able to create a totally unique soundtrack which has never been produced for advertising in this way before, but the public will be raising much needed funds for three fantastic causes.”
In all, it really looks like Waitrose wants it customers, staff and the charities involved, to enjoy a jolly trolley full of Dolly mix!
Sainsbury’s and Royal British Legion create WWI Christmas Day football ‘truce’ campaign
Marketing Magazine has revealed that Sainsbury’s 2014 Christmas campaign will focus on the famous football match that took place between British and German forces on 24 and 25 December 1914, to mark the event’s 100-year anniversary.
The ad will not be air until after Armistice Day in November and a spokeswoman for the brand was reported as saying: “Our 2014 Christmas campaign has been created in partnership with The Royal British Legion as the latest expression of a 20 year relationship with them. As is our tradition, our full campaign will revealed in November after Armistice Day and the conclusion of the annual Poppy Day Campaign.”
I tweeted Sainsbury’s to ask if its advertising campaign would feature a fundraising element, but, probably so as not to dampen interest in its Poppy Day fundraising, it’s not letting the cat out of the collecting box yet.
My feeling is that the campaign will feature an opportunity for viewers and customers to make a text donation but, for now, we’ll just have to watch this space.
Feeling that these concurrent announcements might inspire other major grocery retailers to add a charitable aspect to their festive campaigns, I’ve also tweeted Asda, Tesco and Morrisons and await a response.
[Since writing this blog, John Lewis has released its Christmas advert featuring a CGI penguin that’s helping promote and fund the work of WWF. See below]
UPDATE 31st October 2014 – Sainsbury’s has issued the following press release, announcing that it will be also promoting this year’s Poppy Appeal on TV
Sainsbury’s is celebrating 20 years supporting The Royal British Legion by doing more than ever to raise funds during this year’s Poppy Appeal. The retailer hopes to raise more than ever by increasing its support across merchandise, in-store donation, and for the first time ever, a TV advert with striking animations to drive donations and raise awareness of the national cause.
Customers can support The Royal British Legion in various ways through Sainsbury’s from donating to a poppy collector, buying exclusive merchandise – including a tote bag by British designer Amanda Wakeley, rounding up their shopping bill at the till or making a £1 donation through online shopping.
To further support The Royal British Legion and the iconic poppy pin, Sainsbury’s is the only place offering poppy recycling after Armistice Day. Launched last year, the scheme enables the charity to save vital funds by reusing or recycling the poppies donated.
Funds donated by Sainsbury’s customers and colleagues from last year alone amounted to over £4.5m and were used to support vital services provided to ex-service personnel and their families by The Royal British Legion, such as its Breaks Service, which provides adventure breaks for children and teenagers who can often feel isolated or to enabling a bereaved family to spend some time together.
Sarah Ellis, Head of CR&S at Sainsbury’s, said: “We are always delighted to welcome poppy collectors into our stores and this year customers and colleagues are more involved than ever. Whether you choose to wear a poppy, round up your bill or buy an Amanda Wakeley tote bag you’ll know it all goes to help a great cause which is particularly pertinent during the centenary of First World War.”
Charles Byrne, Head of Fundraising at The Royal British Legion, said: “Sainsbury’s has been a corporate partner of the Legion for over 20 years, and this support has helped us provide vital care to the British Armed Forces past and present, and their loved ones. We’re thrilled with the high level of support from Sainsbury’s this year and are extremely grateful for our growing relationship.”
Update 13/11/2014 Both Waitrose and Sainsbury’s have now released their Christmas adverts:
The chocolate bar featured in the ad is on sale now at Sainsbury’s. A sum of 50p per bar sold will go to The Royal British Legion.
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About John Thompson
John Thompson is a fundraising consultant with particular expertise in cause-marketing, sponsorship, strategy development, partnership marketing and executive recruitment. A blogger on UK Fundraising since 2006 with a background in corporate fundraising and public relations.