Retailers have taken a new approach to battling the cost of living crisis in their campaigns, and have produced some heart-warming and relatable ones, costing consumers a tear, or two. 

The Beginner – John Lewis & Partners

The famous ad campaigns produced by John Lewis touch on a social issue year after year. This year it was about foster care. Eager advertising fans are always keeping an eye out for John Lewis’ festive campaign, as it steers its vision towards an humanitarian issue. The Beginner touched the hearts of many, understanding the struggles of the care system.

Christmas with Clems and Myer

The Australian retail giant struck again via an early Christmas campaign with a very relatable cause. The ‘Unriddled Christmas’ campaign reinterpreted the Joy to the World carol to focus on the age-old question: ‘What do you want for Christmas’? Typically, the answer is ‘I do not know’ or ‘surprise me’. The retail giant knows the pressure behind these answers, and suggested the solution is to, of course, visit a Myer store.

ALDI markets clever for Christmas

ALDI became a superhero for Aussies this Christmas. Understanding the cost of living crisis, it promised that consumers would still be able to afford to give big this Christmas, as Aussies could still rely on the quality products for Christmas at ALDI. On a funny note, the ad focuses on the last prawn becoming a fight for who’s more generous.

Big W sprinkles it’s Christmas spirit with ‘Make a Little Magic’

In typical Australian fashion, Big W has hit the nail on the head when it comes to marketing the silliest but most lucrative season. As the Australian Bureau of Statistics found that retail sales were at their highest level since the easing of COVID-19 restrictions in November, and Roy Morgan forecasted $63.9 billion in pre-Christmas sales, Big W decided to hit big with a magical campaign about a kid with Santa powers.

Dan Murphy’s nostalgic Christmas campaign

Australia’s favourite liquor retailer appealed to Aussies by understanding and actually addressing the cost of living crisis. It said Christmas does not need to be expensive with a campaign about keeping prices affordable for all.

For over 70 years, the liquor retailer has been prominent within Australians as it celebrates the role of Dan Murphy’s in Aussie Christmas festivities.

The ad focuses on “Christmas spirit need not be expensive”, but with the cost of living rising, does the advertisement really explain the crisis in modern Australia?

Dan Murphy’s general manager marketing and loyalty, Monique Holmes says, “Christmas is a magical time of year, but with the cost of living on the rise it can also be the most stressful. That’s why Dan Murphy’s believes adding the last magic touch to your Christmas shouldn’t break the bank – no matter whether it’s chablis for your roast, or martinis to toast, nobody beats Dan Murphy’s.”

The ad was created by Thinkerbell,  its executive creative tinker, Tom Wenborn says, “When you have a founder who lived a life as well as Daniel Francis Murphy, you have a rich archive of interesting stories to share. The team have done a great job ducking back in time to showcase Dan’s Christmas spirit and his unwavering dedication to helping Aussies drink better.”

The ad begins with a woman glancing over a prehistoric Dan Murphy’s store, analysing its selection of wines. Her face lit up as the attendant appears to suggest different liquors for Christmas. But the second ad, features the prices at Dan’s, showcasing its affordability across its range. As the cost of living crisis continues to affect Australians, Dan’s is aiming to relate to Australian consumers. 

Fiverr’s community organiser Oliver Woolrych connects with freelancers on the platform, supporting them through education and inspiration. Woolrych says he is a huge advocate for the community and is trying to understand more about what kind of role it can play in the tech industry and on a global scale.

So why are retailers leaning towards spending more money on social media before Christmas?

Woolrych explains that spending in the lead up to Christmas shopping has stretched over the last couple of years. He says that shopping begins in November for Australian retailers as consumers are now taking advantage of Black Friday sales, with more Aussies leaning towards online shopping for Christmas. 

According to Woolrych, “Australian retailers are feeling optimistic about the 2022 shopping season and are investing in social media advertising for Christmas to engage and build connections with customers, simultaneously ensuring their customers have the best shopping experience”. 

“Social media activity typically surges during the holiday season, as retailers showcase their best sellers and products, and consumers search for the best gifts that are within their budgets that they can obtain. Therefore it makes sense for retailers to increase brand presence and consumer engagement during the holiday season.”

He outlines that social media-related services on the platform have seen increased demand, suggesting that business leaders are eager to increase awareness on these channels to draw in customers and drive the path to purchase. 

The benefits of using social media for advertising

Social media has transformed advertising and brought about many benefits.

“The cost of a results-driven social media campaign pays out in dividends,” Woolrych says.

Research from Fiverr indicates that 39 percent of Australian retailers anticipate a key challenge of this shopping season, in competition with large online retailers, will be “getting in front of their competitors’ audiences”, says Woolrych. And doing so “is a wise investment”.

“Some global e-retailers have massive budgets that they’re able to allocate to large scale marketing and advertising campaigns, whereas smaller Australian retailers have to spend wisely, and social media is a key way to target particular groups of consumers based on their shopping habits and locations,” he adds.

The cost of living is rising. Why are retail managers planning to offer steeper Christmas discounts compared with last year?

Woolrych outlines that Fiverr’s data has shown that businesses are shifting their strategy to increase resilience by preparing early and considering new ways to engage customers. 

“With inflationary pressures and interest rates set to weaken consumer spending, this seems like a viable strategy to ensure that businesses sustain interest over the holiday period, retain their customer base and revenue, while doing their part to off-set the increasing cost of living,” he says.

However, he says the strategy is not risk free, as it has  the ability to impact revenue while operating costs stabilise or increase. 

“With this in mind, it makes sense for retailers to utilise freelance talent across marketing, design and social media to remain competitive – and we know that these are some of the most popular skills on the platform,” he says.

Seasonal spike 

Even as inflation anxiety hits Australians, the retail space will continue to see a seasonal spike. Woolrych explains that Australians are looking for new ways to save and be thrifty by searching for the best deals, buying smaller or cheaper gifts with a stricter budget for holiday shopping.

“The general consensus is that the global recession is heading our way, but Australians remain optimistic and feel that they won’t be affected as greatly as the other major global economies,” he says.

That’s right, under the hashtag #PilkandCookies and for those who may not know what that is – it is Pepsi and milk combined bringing in the festive season with a new taste. Those who want to destroy their taste buds are in it to win it! The campaign features an online challenge that ends on Christmas Day where participants will have the opportunity to win cash.

Though mixing interesting combinations isn’t a first. Pepsi’s chief marketing officer, Tood Kaplan, spoke about the strange concoction. “Combining Pepsi and milk has long been a secret hack among Pepsi fans.”

TikTok trends have been dominating in creating a mix of “dirty soda”, combination soda with syrup and cream. As Pepsi itches to remain relevant in social media, the drink company targets young consumers in their campaigns. 

Kaplan says, “With the rise of the ‘dirty soda’ trend on TikTok and throughout the country, we thought Pilk and Cookies would be a great way to unapologetically celebrate the holidays.”

Without the iconic Lindsay Lohan, would the campaign even be relevant? As the beverage giant tries to encourage consumers to enjoy the drink in a new way.  Lohan tweets, “Feeling nice…or naughty? @Pepsi, let’s make #PilkandCookies happen. 

Feeling nice…or naughty? @Pepsi, let’s make #PilkandCookies happen + + #PepsiPartner pic.twitter.com/1QMb1spgqm

— Lindsay Lohan (@lindsaylohan) December 1, 2022

The mean girls vibe is definitely back, as Lohan is dressed in a cute Santa-inspired outfit, celebrating the festive season with Pilk.

The history of Pilk

Pepsi describes Pilk as “delicious and must-have drink that combines the crispness of Pepsi with the subtly sweet and creamy taste of milk, traditionally topped with creamer, and it pairs perfectly with cookies.”

However, Pilk has been around for a while, and dates back to 2020. A twitter user, @scubadivingzoo posted a photo with the drink captioned as “Y’all want a glass of pilk.” And of course, with the tweet going viral, it reached TikTok.

@drewgardner46 Pilk in the dining hall #pilk #menace #theellenshow #food #rap #fortnite #milk #pepsi #cratechallenge #fypシ @jeremy7295 ♬ original sound – Tik Toker

As Christmas creeps up, The Salvation Army is expecting one of its busiest festive seasons yet. Amid the cost of living crisis, alongside the impact of interest rates on Aussies across the nation, more are in a vulnerable position than ever before. The partnership with Coca-Cola and The Salvation Army will provide over 1400 meals at events across Sydney, flood-affected Lismore, Liverpool, Melbourne, Cairns and Unley. 

The events hosted by The Salvation Army will unite Aussie families and vulnerable individuals who reside in disadvantaged communities over a special meal. As part of this partnership, Coca-Cola has donated $50,000 to the Salvos 2022 Christmas Appeal, allowing The Salvation Army to provide more shelter to Aussies with nowhere to sleep, gifts for kids that would otherwise go without, hampers for people struggling to afford basic meals and support for vulnerable communities impacted by the natural disasters. 

The Salvations Army’s national public relations secretary, Major Bruce Harmer, says: “This festive season we’re hearing the same message from all of our amazing volunteers – there’s a huge demand for support in the community. Generous partners like Coca-Cola help The Salvation Army get the funds we need to ensure no one gets turned away from receiving support this Christmas. No matter what you can give, it all helps to keep Christmas alive for Aussies who are facing real hardship.”

Coca-Cola is extending their partnership with DoorDash, donating up to $200,000 worth of meals during 16-18 December. Customers of the app will be able to purchase a meal combo. 

Coca-Cola Australia’s marketing director, Kate Miller, shared her excitement. 

“It’s partnerships like this that enable us to give back that make Christmas so magical and we’re proud to partner with The Salvation Army for a third year,” she says. 

“This partnership is all about giving back at Christmas – to friends, family and local communities who need it most. We hope that our partnership helps to spread the joy and magic of Christmas at this special time of year. The impactful work The Salvos undertakes truly makes an incredible difference to the lives of those doing it tough.”

The organisation is hoping to “open viewers’ eyes” to the smart, sociable birds that end up being eaten as tradition on Christmas. PETA teamed up with creative agency Dream Farm that helped create the two-minute animated ad telling the story of ‘Toby’ the turkey escaping from an abattoir-bound truck. 

The advert shows Toby seated and not served at the Christmas table – showcasing the turkey as being a member of the family. The advert comes about after the organisation’s fight to end millions of turkeys being slaughtered for Christmas dinners in Australia.

The aim of the advert is to make audiences question the status quo and break Christmas traditions. 

PETA’s campaign advisor, Mimi Bekhechi has stated, “Turkeys like Toby are gentle, gracious, and gregarious individuals, and each one has a story that should not end on a fork.”

“PETA urges everyone to share comfort and joy this Christmas by enjoying a delicious vegan feast. We stand ready to help with our free vegan starter kit,” she says.

The organisation is campaigning for a vegan Christmas and is trying to diminish old traditions. The ads ends on an emotional note: “Peace on Earth begins at home. Have a vegan Christmas.”

The US Patent and Trademark Office rejected the star’s application because her company did not respond to another full-time Christmas singer’s opposition. The trademark would have allowed the star the legal right to stop others from using the title on music and merchandise. She also failed to trademark the abbreviation “QOC” and “Princess Christmas”.

The star famously reappears in the charts every Christmas with her 1994 track, All I Want for Christmas Is You. But Carey’s company, Lotion LLC, applied for the trademark last year and faced setbacks because another festive singer, Elizabeth Chan, filed an opposition in August to block Carey from gaining the trademark. In 2018, The New Yorker actually dubbed Chan the “Queen of Christmas”. In the article, Chan actively criticised Carey’s attempt to monetise Christmas.

In a more recent interview with Variety, Chan stated that “Christmas has come way before any of us on earth, and hopefully will be around way after any of us on earth”.

“And I feel very strongly that no one person should hold onto anything around Christmas or monopolise it in the way that Mariah seeks to in perpetuity. That’s just not the right thing to do. Christmas is for everyone. It’s meant to be shared; it’s not meant to be owned,” she added.

Monetisation of Christmas

In the interview Chan revealed that trademark filing is “daunting and it’s scary, because I love what I do.” By the end of it all, Carey’s company was slow in returning a response to Chan’s opposition in time – meaning the trademark was not granted. 

Carey is making a Christmas comeback, releasing a video of her singing in an unfathomable tone “it’s time” (for Christmas). And she is capitalising on her hit song All I Want for Christmas Is You even further with a book called The Christmas Princess – a children’s Christmas tale about a girl named ‘Little Mariah’ who loves to sing. The classic Mariah tale could be a quick Christmas cash grab.

The campaign reminds people that Christmas can be a tough time for some – perhaps the loneliest times of the year. Featuring a lonesome Easter Bunny at Christmas time, the campaign aims to build brand connection and fame for the Subway cookie. The message is simple, noting that giving the gift of a cookie can bring people together and help them feel seen.

A teaser of the artwork was launched, asking the question, ‘What does the Easter Bunny do at Christmas time?’ The idea revolves around the hype the Easter Bunny experiences for a week, to then be left unnoticed for the remainder of the year. The animation showcases Santa making his journey to surprise the Easter Bunny with a gift – Subway cookies.

The campaign is being led by Publicis Worldwide along with Zenith managing media. They partnered with Flux Animation Studios for an amazing animation that brings to life the Easter Bunny’s world, and the film’s modern-day Santa. The campaign aims to encourage people to give Subway cookies as it aims to spur a ripple effect of generosity across Australia and New Zealand.

Publicis Worldwide executive creative director, Ryan Petie shared his excitement about the campaign, saying, “This is the next instalment in our Merry Cookiemas Christmas series, bringing a little bit of cookie-shaped joy and light to the festive season. Whether it’s a Subway Cookie, a phone call, or a hand-written letter – if we all reach out to someone who may be a little lonely this Christmas, it’ll probably be the best present they receive.”

Nearly three million Australians are experiencing high levels of loneliness, with an increasing number being forced to spend festive milestones alone. Subway has also partnered with not-for-profit and loneliness pioneer, Friends For Good to raise awareness.

Subway ANZ head of marketing, Rodica Titeica commented on the good will of the campaign. 

“At Christmas, this year more than ever, we think a small gesture can make a big difference. We are so excited to be sharing our new Merry Cookiemas story alongside Friends for Good to help make Christmas a little more delicious, and a little less lonely, this year.”

The campaign will run across Australia and New Zealand until 25 December. 

The campaign has posters scattered around the UK in local postal services, popping up in bus stops, shopping centres and around the town. It is quick and easy – users will scan the QR code on the poster to open the postal service website. The users are then directed to a webpage where they can anonymously send a chocolate bar to someone.

The campaign is running for six weeks and aims to inspire people to send a free chocolate bar in secret to someone special. 

The promotion is handing out 120,000 chocolate bars utilising a 30 second TV campaign alongside digital, static and fly posters across the U.K. 

Cadbury’s senior brand manager Emma Paxton highlighted her excitement about the campaign, saying, “The rumours are true! Our much-loved Secret Santa ritual is back, and this year, it’s bigger than ever before. At Cadbury, we’re all about encouraging generosity – we believe there’s a glass and a half in everyone – so this year we wanted to make Secret Santa more accessible than ever and to spread that generosity across the nation.”

“That’s why from today, you’ll see our postal service popping up on posters across the country, giving 120,000 people the opportunity to send chocolate secretly to a loved one this season. We hope that our campaign encourages the nation to get into the Christmas spirit and become a Secret Santa, helped of course by our wonderful postie Jeff.”

Seventy-five-thousand bars of chocolate will also be donated to more than 200 food banks within the Trussell Trust network across the U.K.

VCCP London’s creative director Angus Vine expressed his passion for the project. “Cadbury Secret Santa is a real Christmassy magical labour of love, so we’re all buzzing that people can now access it from anywhere in the country,” he says.

“Walking to the shops, standing at a bus stop, wherever you see one of our posters you can get inside the postal service and send someone some secret free chocolate.”