- M&S has partnered with Neighbourly to give £1 million to 1000 local community groups through the giving platform as 69% of local community groups report rise in pressure on services but drop in funding
- TV ad set to Harry Styles’ ‘Treat People with Kindness’ features Kearsley Youth Brass Band, based in Bolton – one of the community groups to benefit directly from the M&S donation to Neighbourly
- ‘Gifts that Give’ campaign reflects research findings from M&S which found that two thirds of families are determined to make the most of Christmas despite cost-of-living concerns, with gifting still a top priority for shoppers
- 30% of this year’s gifting range £10 and under and 70% of the range is under £20
(Friday 4th November) 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), with a special feature from Bolton’s very own Kearsley Youth Brass Band.
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 – including Kearsley Youth Brass Band.
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.
One of the groups to appear in the advert and directly benefit from the £1 million donation is Bolton’s own Kearsley Youth Brass Band, who want to ensure income is no barrier to learning to play instruments. They provide tuition, uniforms and instruments to members free of charge, and boasts members aged between 5 and 83. They all work together to perform at local events, giving back to their community in more ways than one.
Rhiannon Harrison, Secretary at Kearsley Youth Brass Band, said: “We are so thrilled to be a part of the M&S Christmas advert. Being a part of the Neighbourly network has made a huge difference to the number of people in our local community that we can support. Thanks to the donation from M&S, we can’t wait to bring the joy of music to even more people in our local community.”
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 6,000 good causes in the Neighbourly network and donate nearly 50 million meals worth of surplus food.”
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 to its customers on the products that matter most, when they matter most as customers place value above all else this Christmas.
M&S will continue to protect its market-leading value for money perception by ensuring 30% of this year’s gifting range is £10 and under (including Obsessed Make Up Palettes and Disney Spiderman and Princess gift sets), and 70% £20 or less (including Silk Embroidered Eye Masks for £15). Last year’s cult Light Up Gin Globe is back for 2022 but at a new lower price point (£16 versus £20), and its hero Chocolate gift box is now £15 (saving £5 on last year’s price).
This year’s Christmas campaign focuses on this year’s biggest Christmas present lines and most popular gifts. Family PJs have already been a hit with customers this year, with more than 100,000 sold since September. Candles continue to be a go-to gift amongst M&S shoppers, and the retailer’s much-loved Mandarin, Clove & Cinnamon 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 and Percy Pig options proving the most popular.
