It’s beginning to look alot like Christmas (well a little at least…)
This Christmas season John Lewis has teamed-up with Waitrose (a member of their brand family) to create their festive commercial to play on its social media chanels. The charming piece of brand communication tells the story of a baby dragon called Excitable Edgar, who loves Christmas like every kid but has a problem with his fire-breathing instincts which can lead to some amusing consequences.
Martin George, Customer Director at Waitrose describes the brand positioning of the campaign as a reminder that “a thoughtful gesture can mean so much.” and that the “the magic of friendship is one of the most wonderful things” of the festive period.
Like every good brand campaign, the creative is supported by aligned merchandise and a social cause. A range of Excitable Edgar merchandise, including a cuddly toy, chocolate Edgars and gingerbread cookies will be on sale. And for festive season social an Excitable Edgar filter is available on Snapchat and an Edgar emoji will be available on Twitter until 25 December. John Lewis and Waitrose have also teamed-up with FareShare, a food poverty charity with in-store activations happening around England between now and Christmas.
David is the founder of Truly Deeply, a branding agency with 25 years experience working with brands to position them for growth. His deep expertise is in the creation of high engagement brands that attract the attention of their audience and stand out from their competitors. David has extensive experience working with corporate, retail, food & beverage and entrepreneurial clients. Find out more here
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