Boots Prescribes Kindness For Christmas

Boots has launched its Christmas campaign, centred around acts of kindness, care and great value for all.  Boots ‘What the World Needs Now’ campaign recognises that it has been a year like no other and acts of care and kindness are what is needed most.  

To help, Boots will provide hygiene essentials to some of the millions of people in the UK living in hygiene poverty, with a donation of £1million worth of products to The Hygiene Bank.  Boots is also inviting customers to donate hygiene items to support those most in need this Christmas.

Much needed essential items including soap, shampoo, toothbrushes, deodorant, shaving equipment, nappies and period products can be dropped off in the bright yellow Hygiene Bank boxes in 245 Boots stores across the country.  People can donate hygiene essentials in store or donate £5 directly to The Hygiene Bank by texting BASICS to 70085. As an essential retailer, Boots remains open throughout the current national lockdown.

The marketing campaign also reflects the financial challenges faced by many this Christmas. To help people up and down the country, more than half the gifting range at Boots is priced at £10 or under and £5 gifts have been increased by 75%.  Black Friday will also extend to run throughout November with huge discounts across many products.

Boots will be providing inspiration and market-beating offers throughout the Christmas period through a series of formats including two TVCs. First party data will also allow Boots to tap into formats including Dynamic Creative Optimisation as well as online publishing, paid social, AV, radio & reactive press.

Helen Normoyle, Marketing Director of Boots “We know it’s going to be a different Christmas for people on many levels so we wanted to invest in a Christmas campaign that harnessed the true spirit of this year and people’s desire for kindness and care.  As a business we want to offer our support to an important cause that’s been accelerated by the coronavirus pandemic.

The soundtrack to the campaign is a contemporary re-recording of the classic track ‘What the World Needs Now’, sung by British artist Rachel Chinouriri. The film was created with partner agency WPP, and shot by director Silence Aitken-Till. 

The new recording is available on Boots.com/love and each time someone streams the song, Warner Music will give a percentage of the royalties to The Hygiene Bank.  

The partnership with The Hygiene Bank is part of Boots’ ongoing commitment to improving people’s access to health and supporting local communities. Earlier this year, Boots’ donated more than 140,000 PPE products, including face masks and hand sanitisers, which formed part of a further £1.2million worth of products given to The Hygiene Bank.

In addition to its partnership with The Hygiene Bank, Boots has partnered with Hestia to provide access to safe spaces for victims of domestic abuse, as well as Macmillan Cancer Support, BBC Children in Need and The Prince’s Trust.

Source: Ogilvy

  Boots, Christmas, Helen Normoyle, Ogilvy, WPP