Boots shuns celebrities this Christmas in favour of campaign that highlights everyday empathy

The 2023 Boots Christmas campaign tells a sensitive story about a mother and her daughter on a mission to get back at Santa Claus.

According to CMO Pete Markey, who was just named Marketer of the Year at the Marketing Week Awards, Boots says the retailer wants to “have its own joy” when consumers think about its Christmas campaign this year.

The TV spot “Thank you, Santa,” created by The Pharm agency, tells the story of a mother and her daughter on a mission, set to a soundtrack by Val Doonican. Inspired by their daughter’s question about who gives presents to Santa Claus, the two go on a journey to the North Pole and reward the people who help them along the way with gifts from Boots.

Markey tells Marketing Week: “This year, more than ever, we know that people want to have a great Christmas, but they also want to recognize and celebrate the people who have supported them over the last year. And they themselves want to be appreciated and appreciated. That insight really drove the whole campaign.”

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