# Supermarkets include charities in their Christmas TV adverts

- Link: https://fundraising.co.uk/2014/11/27/supermarkets-include-charities-christmas-tv-adverts/
- Published: 2014-11-27T07:12:19+00:00
- Author: Howard Lake

**This year Christmas TV adverts from some of the major supermarkets and retailers
have been notable for their inclusion of a charity partner and even some associated
fundraising activities.**

John Lewis and Monty the Penguin and Sainsbury’s and its Christmas Truce adverts
have probably attracted the most attention and debate. But there are others too.

## Asda

This year’s Asda advert promotes the Save the Children Christmas Jumper campaign.

## Advertisement

_[Video at https://www.youtube.com/watch?v=9wG8ML8AULU no longer available]._
 

## John Lewis

Following a teaser social media campaign, John Lewis’ advert featuring Monty the
Penguin and which benefits WWF UK, has been viewed over 17 million times on YouTube
alone.
_[Video at https://www.youtube.com/watch?v=iccscUFY860 no longer available]._

## Sainsburys

Sainsbury’s chose to focus on the upcoming 100th anniversary of the Christmas Day
Truce in the trenches, upsetting some in the process by using such a hallowed moment
to sell something as prosaic as a bar of chocolate. Still, the advert supports the
work of the Royal British Legion.

 

## Waitrose

Waitrose’s advert involved a crowdsourcing element in which the public was invited
to ‘Donate Your Voice’. The final mixed song, the soundtrack to the Christmas TV
advert, is benefiting Age UK, The Trussell Trust, and Great Ormond Street Hospital
for Sick Children.

_[Video at https://www.youtube.com/watch?v=ypQh8uZ8pSo no longer available]_

Waitrose has included a charity message in two previous Christmas TV adverts. In
2012 it reflected the ongoing recession by [donating an extra £1 million to charity](https://www.fundraising.co.uk/2012/11/13/waitrose-donate-1m-christmas/),
instead of spending so much on a glossy TV advert. Last year it [highlighted its charitable support](https://www.fundraising.co.uk/2013/11/04/waitrose-christmas-tv-advert-again-focuses-its-charitable-support/)
too. As you will see, not all major retailers included a charity angle this year.
Adverts by [Morrisons](https://www.youtube.com/watch?v=iwjyYpXTGhU), [Marks & Spencer](https://www.youtube.com/watch?v=uhuadZHqwwA)
or [Tesco](https://www.youtube.com/watch?v=dJYwfEI4Fyo) have no charity link.