Housewares Business-to-business magazine for housewares retailers and their suppliers
House of Fraser launched its Christmas advertising campaign, on the theme of ‘Bring Merry Back’, on social media on November 8 and on TV on November 12 during ITV show ‘The X Factor’.
The department store group said: ‘Remember when Christmas was about excitement and the number of ‘sleeps’ until Christmas Day, rather than endless to-do lists and planning? This year, we’re bringing that childhood happiness back, with a campaign that cuts through the stresses of Christmas and celebrates the pure joy of this time of year. It’s time to Bring Merry Back.’
The advert centres on two sisters, shown as children and as grown-ups, enjoying the retro, fun-filled Christmas of their childhoods, and the modern day version. Viewers see how they celebrated together as youngsters, and how their family traditions are echoed in 2017. Running through the decades is a sense of the sisters’ closeness, the warmth between them at this time of year and how much fun they have together.
House of Fraser chief marketing officer Paddy Earnshaw commented: “Department stores hold special festive memories for many – the wonder of meeting Santa Claus in a grotto or simply spending time with family and friends surrounded by twinkling lights – and this year we’re aiming to rekindle that childhood nostalgia and help our customers end the year on a high, with a good old-fashioned Christmas.”
The ‘sense of childhood excitement’ will be brought to life in the chain’s 59 stores nationwide, with initiatives including Christmas grottos (at Birmingham, Manchester, Cheltenham, Norwich and Edinburgh Jenners), plus gift-wrapping stations, and party dressing style and make-up events.
Paddy continued: “As adults we can sometimes lose sight of the magic of Christmas, as we have to do grown-up stuff like manage plans and ‘to do’ lists. This year, we’d love our customers to think back to Christmas growing up and recapture some of that excitement.”
The advert is directed by duo Vaughan & Anthea, best known for their video work in the 1980s and 1990s with artists such as George Michael (‘Fast Love’) and Jamiroquai (‘Space Cowboy’). The mood of the ad is captured in its 1970s track ‘Who Took the Merry Out of Christmas’ by The Staple Singers.
In the UK and Ireland, House of Fraser has annual sales of £1.3 billion and employs over 6,000 House of Fraser staff and 11,500 concession staff through over 4 million sq ft of selling space.
