With just 50 days to go until the big day, M&S has unveiled its Christmas Clothing & Home campaign for 2022, following the launch of the Christmas Food campaign on Wednesday 2nd November.
The 2022 campaign – Gifts that Give
A true celebration of togetherness and community, the 2022 campaign joyfully brings-to-life how a gift given from M&S this Christmas will keep on giving, with the retailer donating £1 million to 1,000 community groups and good causes through Neighbourly – a unique giving platform M&S has worked with since 2015.
Produced by Partizan and directed by the filmmaker Michael Gracey, best known for directing The Greatest Showman, the TVC is set on Christmas Day on a quiet cul-de-sac and features a series of thoughtful gifting moments. Inside each home something unusual is happening … every time an M&S gift is opened, there is an unexpected occurrence that disrupts family Christmases and draws them to the street outside to find it taken over but a joyously eclectic range of real-life community groups who will benefit from M&S donations – from Hertfordshire-based bikers with hearts of gold to brass bands from Bolton. Neighbourly and M&S worked together to identify the 1000 amazing community groups who will receive funding – as well as shortlisting nine to feature in the TV campaign.
Everyday and seasonal style remains at the forefront of the campaign with hero pieces from M&S’ Winter collection, including a £35 M&S Collection Cable Knit Roll Neck Longline Jumper, M&S Collection Sequin Blazer (£69) and matching Trousers (£49.50) and Family Christmas Pyjamas (from £12), including Percy Pig Print Christmas PJs (from £13) featuring throughout.
Set against the vocals of Grammy winning artist, Harry Styles’ ‘Treat People with Kindness’, the soundtrack perfectly captures the spirit of the campaign which celebrates the simple but significant differences that can be made to the lives of others.
The creative will be executed across a 360 channel-mix – from LED light-up bus wraps to dynamic digital billboards and print cover wraps and, for the first time ever, the advert premiered with a simultaneous ident launching across live and on-demand at 9pm on Channel 4, Friday 4th November.
Anna Braithwaite, M&S Clothing & Home Marketing Director, said: “Christmas is a time that brings families and communities together and we know customers are determined to protect those celebrations. Through our campaign and product ranges we want to help make that possible; providing much needed funds to the incredible groups that light up our local communities and by doubling down to deliver the exceptional trusted value our customers want – as they seek out more considered, stylish and thoughtful gifts. There’ really is no better feeling than giving – and we hope this, feel-good campaign puts a smile on our customers’ faces this festive season!”
Steve Butterworth, Neighbourly CEO, said: “M&S’s Christmas campaign is a brilliant celebration of kindness and a timely reminder of the importance of community at a time when support at a local level is needed more than ever.
“Findings from our recent community survey** found that 83% of local groups are already experiencing a rise in demand on their services yet 69% reported they’ve found it harder to find funds in the last three months. We’re delighted to have partnered with M&S on the distribution of this £1million fund which will make a huge difference to groups in our network over the winter period. This campaign builds on a long-standing community strategy that has seen M&S support over 6000 good causes in the Neighbourly network and donate nearly 50 million meals worth of surplus food.”
The Neighbourly Foundation will distribute the funds to 1,000 community groups across the UK and ROI.
Understanding what customers want this Christmas
This year’s campaign reflects findings from Marks & Spencer’s latest Family Matters Index which revealed that two-thirds of families are determined to protect Christmas despite rising cost-of-living concerns. According to the research conducted amongst over 5000 families across UK – at-home gatherings will be the most popular choice of celebration this Christmas (approximately two-thirds of people plan to celebrate with family and friends) and value is becoming a bigger priority when deciding where to shop – with 61% saying it is the single most important factor when deciding where to shop (up 2% from the last Index).
Giving gifts will remain a top priority for shoppers this Christmas (second only to food) however price will be the number one factor when it comes to deciding what presents to buy (73%), followed by quality (59%) and meaning (54%).
Delivering Trusted Value on M&S’ best loved and biggest gifting lines
M&S is doubling down on its commitment to deliver trusted value on the products that matter most, when they matter most and is protecting its market-leading value for money perception by ensuring 30% of this year’s gifting range is £10 and under and 70% of the range is priced at £20 or less.
The campaign focuses on some of this year’s biggest gifting lines, including Beauty sets such as the Apothecary ‘Moment of Calm’ Hanging Gift and Lychee & Rose Bath Fizzers for only £5. Customers can pick up a Discover Fragrance Trio or a stylish Knitted Beanie Hat for £9.50 and treat loved ones to the ever popular Light-Up Candle for £10. Customers can also pick up a range of personalised items from £15.
Last year’s cult Light Up Gin Globe is also back for 2022 but at a new lower price point (£16 versus £20), as is the hero Chocolate gift box for £15 (saving £5 on last year’s price).
Candles continue to be a go-to gift amongst M&S shoppers, and the retailer’s much-loved Mandarin, Clove & Cinnamon (£6) scent celebrates its 30th birthday this year, with 15,000 sold in recent weeks. Cosy gifting continues to be a key theme and M&S has seen positive customer reaction to its seasonal hoodies and snuggles, with nearly 100,000 sold to date – with the Teddy Fleece (from £19.50) and Percy Pig (from £16) options proving the most popular.
Personalisation also ranks high amongst customers’ criteria for Christmas gifting and after a successful trial last year, through M&S.com, customers can choose from 160 M&S product to personalise with initials or names – from leather bags, scarves, and family PJs (a popular customer search and four new designs to choose from) to hoodies and cosmetic bags.