Yankee Candle is inviting everyone to ‘Make it more Magical’ this year with the launch of its 2024 Christmas campaign and its first above the line campaign since 2017. Make it more Magical is a 360 campaign which features across TV, print, OOH, experiential, PR, social and digital, that reminds people of the true magic of Christmas is in the moments we share.
Supporting the campaign is Enesco, which has been distributing Yankee Candle exclusively to independent retail in the UK since 2023. Retailers are invited to be part of the campaign by showcasing Yankee Candle and accessories in their store, supported by free of charge point of sale material such as roller banners, window stickers, free-standing signage and posters. Free gift bags are available offering gift ready purchases, boosting additional value.
The inspiration for the campaign originates from a cold December night in Massachusetts in 1969, when a 16-year-old boy found himself without the means to buy his mother a Christmas present, creating a candle using household wax, a red crayon, string and a milk carton. The boy was Mike Kittredge, who went on to become the founder of Yankee Candle. Ever since, the brand has centred itself on gift-sharing moments between loved ones that people commit to memory.
The campaign aims to underline and celebrate these moments at Christmas – whether it’s a large family affair, a small gathering with friends or embracing a new culture.
The TV ad brings to life the smell of Christmas that transports the viewer to a magical place. Playing on the nostalgic pull of fragrance, a nurse steps off a bus on Christmas Eve and, picking up the smell of something familiar, she is lifted off her feet and carried home – as if by magic.
The film follows her flight home, ascending from a festive high street, across the chimney tops, eventually touching down in quiet suburbia – home. On her return, viewers see her family engaged in the familiar bustle of Christmas Eve food prep. On the counter is the source of the smell that has carried her home, the ambient glow of the Yankee Candle Christmas Eve candle, and the magical pull of moments shared with loved ones at Christmas.
The TV commercial will be seen across linear TV until early December. The ad can be viewed here:
Visit: www.enesco.co.uk; tel: 01228 404022 or email uksales@enesco.co.uk
