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Boots Focuses on Kindness, Charity and Value for Christmas 2020 Campaign

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'What the World Needs Now' is a simple statement and a £1m donation to The Hygiene Bank as Boots tries to help those who have suffered during Covid-19

Boots Focuses on Kindness, Charity and Value for Christmas 2020 Campaign
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.

“We know people are going to be value focussed this Christmas so we’ve created some of our best value offers ever to help people buy Christmas gifts big and small for their loved ones.”

 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 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.
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Creative Agency: Ogilvy

CCO: Dede Laurentino

CECD: Jules Chalkley

Creative Director: Nicola Wood

Creative Director: Andy Forrest

Creative: Emma Parkinson

Creative: Solomon Bednall-Greaves

WPP Client Lead: Fiona Gordon

Commercial Director: Stephen Watts

Client Partner: Rebecca Dennis

Client Partner: Georgie Ely

Senior Account Director: Integrated

Senior Account Director: Loyalty

Account Director: Julia Pensabene

Account Director Health & Beauty: Rachel Cramond

Senior Account Manager Health & Beauty: Rachael Cowell

Account Manager: Piers Brown

Account Manager Loyalty: Millie Dann

Head of Planning: Nicole Frost

Senior Strategist: Charlotte Walters

Customer Experience Strategy Director: Alex Newman

Customer Experience Senior Strategist: Anastasia Besson

Creative Social Strategist: Thomas Wigley

Group Programme Director: Louise Hawthornthwaite

Programme Director: Cat Hainsworth

Programme Director Loyalty: Mark Prudence

Head of PR & Influence: Matt Buchanan

Creative Director PR: Andrew Soar

Client Partner PR: Anna Carter

Business Director PR: Danni Daly

Design ECD: Dave Towers

Lead Designer: Joe Glover

Design: Monica Ferreira

Head of Moving Image: James Brook-Partridge

Executive Producer: Sally Lipsius

Producer: Sunny Sahota

Business Affairs Manager: Hannah Newton

Production Director Gift Guide: Mel Clarke

Business Affairs Manager: Hannah Newton


Managing Partner: Rachel Peace

Business Director: Arabella Blaikie

Associate Director: Johanna Gallant

Account Manager: Sophie Sweetland

Paid Social Manager: Eleanor Winstone

Digital Director: Amy Lawrence

Digital Associate Director: Louise Goodbourn


Marketing Director: Helen Normoyle

Director of Brand and Communications: Melanie Widdowson

Director of Communications and CSR: Lucy Reynolds

Chief Product Owner Christmas: Fay Shannon

Chief Product Owner Value: Laura Gooday

Marketing Manager: Joseph Cunningham

Marketing Manager CSR: Charlotte Astley

Song & Sound

Production Company: Bacchus Creative Entertainment

Artist: Rachel Chinouriri

Launch Film

Production Company: Curate Films

Director: Silence Aitken-Till

DoP: Rik Burnell

Producer: Madeleine Sanderson

Production Assistant: Sophia Nagar

Post Production

Post House: Absolute Post

Executive Producer: Sally Heath

Production Assistant: Ava Millard

Colourist: Juliette Wileman

Flame Artist: Scott Simmonds


Animation company: Blind Pig

Animators: Christine Peters, Sean Cooper, Niall High, Will Smith

Categories: Retail and Restaurants , Retail Stores

Ogilvy UK, Tue, 10 Nov 2020 18:00:59 GMT