Big stars not necessary for festive campaigns

26 November 2009

The poll of the website’s readers found 79% rejected the idea that it was necessary for retail festive campaigns to feature familiar faces.

Retailers themselves have opted for different strategies this year, possibly as they are tightening their own belts or to reflect the general mood of the consumer.

Morrisons has employed Richard Hammond and Denise van Outen and Sainsbury’s has sent Jamie Oliver out on the road, while online department store Very.co.uk has rustled up Hollie Willoughby and Fearne Cotton.

Marks & Spencer has followed up on last year’s Take That extravaganza with an ad featuring Stephen Fry and Joanna Lumley, alongside its usual female faces. However, the retailer has been accused of sexism regarding the ad and complaints have been made to the Advertising Standards Authority.

Do you think retail Christmas campaigns need to feature celebrities?