Yankee Candle has launched its ‘Make it more magical’ Christmas campaign. Supporting the initiative is contemporary gift supplier Enesco, which has been distributing Yankee Candle exclusively to independent retail in the UK since early 2023.
Originating in 1969, the brand began its story on a cold December night in Massachusetts when a 16-year-old boy found himself without the means to buy his mother a Christmas present and so, created a candle using household wax, a red crayon, string and a milk carton. That boy, Mike Kittredge, went on to become the founder of Yankee Candle and, ever since, the brand has centred itself on these gift-sharing moments between loved ones that we commit to memory.
The campaign aims to underline and celebrate such moments at Christmas – whether it’s a large family affair or a small gathering with friends. It’s a 360 promotion across TV, print, OOH, experiential, PR, social and digital, that reminds us that the true magic of Christmas is in the moments we share.
The TV ad, which will be seen across linear TV until early December, brings to life the inimitable smell of Christmas that transports us to a magical place. Playing on the nostalgic pull of fragrance, we see a nurse step off a bus on Christmas Eve and, picking up the scent of something familiar, she is lifted off her feet and carried home – as if by magic.
The film follows her elegant, enchanting and, at times, mischievous flight home, ascending from a festive high street, across chimneypots, and eventually touching down in quiet suburbia. Upon her return home, we see her family engaged in the familiar bustle of Christmas Eve food prep, and, atop the counter, we notice the source of the aroma that has carried her home: the ambient glow of the Yankee Candle Christmas Eve candle.
Retailers are invited to showcase Yankee Candle and accessories in their stores, supported by free-of-charge point of sale material such as roller banners, window stickers, free-standing signage and posters. In addition, free-of-charge gift bags will delight the consumer by creating gift-ready purchases.
The TVC will be seen across linear TV until early December. You can see the ad here: https://youtu.be/HbB2fUUc_-s
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Email: uksales@enesco.co.uk
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