- Title: UK retailers seek to woo as roll out Christmas TV adverts
- Date: 18th November 2016
- Summary: LONDON, ENGLAND, UK (NOVEMBER 16, 2016) (REUTERS) (SOUNDBITE) (English) MILLWARD BROWN, SALES AND MARKETING DIRECTOR, JANE BLOOMFIELD, SAYING: "...the strategy behind how we consume advertising has changed significantly and digital is a big big part of that for brands. Many of these will be shared by friends. You're much more likely to watch something if a friend emails it to you. If you see it on facebook it pops up in the middle of your feed. Again you will watch these. They are the sort of pieces of communication that consumers actively do enjoy watching and so will take the time to watch 90 seconds or 3 minutes 20 in the case of Sainsbury's to really get to the end of that story and see what it's all about."
- Embargoed: 3rd December 2016 14:29
- Keywords: Christmas Adverts John Lewis Buster Sales Retailers Argos Waitrose Brexit
- Location: LONDON, ENGLAND, UK + UNKNOWN LOCATIONS
- City: LONDON, ENGLAND, UK + UNKNOWN LOCATIONS
- Country: United Kingdom
- Topics: Company News Markets,Economic Events
- Reuters ID: LVA00858YYS25
- Aspect Ratio: 16:9
- Story Text: From a dog bouncing on a trampoline on Christmas morning to Mrs Claus helping a young boy with a gift for his sister, British retailers are rolling out their festive television adverts in a bid to woo shoppers during the upcoming bumper shopping season.
Britain's Advertising Association expects some 5.6 billion pounds ($6.91 billion) is being spent on Christmas advertising this year with retailers seeking to win over consumers as uncertainty lies ahead as the country prepares to leave the European Union following June's referendum.
"There's lots of different types of ads out this year but...the ultimate aim of these is to increase sales for brands," Jane Bloomfield, head of UK marketing at research and consultancy firm Kantar Millward Brown, said.
Department store John Lewis has chosen Buster the boxer as the star of its campaign, with the dog surprising a young girl on Christmas morning by jumping on her trampoline present after seeing various wildlife enjoy the gift during the night.
Upmarket grocer Waitrose, which is part of the John Lewis group, chose a red-breasted robin battling snow, winds and storms to get to a British garden and taste a mince pie.
Marks & Spencer has Mrs Claus working on Christmas Eve after a young boy asks for her help with a gift for his sister.
Focusing on its fast delivery options, Argos, part of the Sainsbury's group, has opted for colourful yetis speedily ice-skating down streets, picking up all sorts of goods on their way.
"I think this year sees a return to perhaps a more light-hearted tone in some of the advertising, particularly people like John Lewis who have gone for less of a tear jerker but more of a nice make you smile type story," Bloomfield said.
"I think that is very reflective of the mood for 2016." - Copyright Holder: REUTERS
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