With many U.K. consumers facing an austere Christmas, upscale supermarket chain Waitrose created a stripped-down TV commercial for the holiday season and donated an additional £1 million to local causes. “At what is a difficult time for many people across Britain, we feel that Christmas is the right time to give more back to good causes in the communities we serve,” explained Waitrose’s marketing director in a release. The ad shows food celebrities Delia Smith and Heston Blumenthal—who regularly appear in Waitrose ads and waived their fees this time around—in an empty studio. They explain that “instead of a fancy TV advert,” Waitrose is giving more to charity (customers help decide which causes Waitrose should allocate money to).
Will consumers feel the gesture is appropriate in light of their current economic anxieties, regarding the lavish commercials from Waitrose’s rivals as wasteful? Or will they miss the usual festive flair on their screens and see the retailer as “a bit holier than thou,” as one YouTube commenter complains (“Like when someone gives some village a goat for Christmas on your behalf”)?