Majestic, the UK’s largest specialist wine retailer, has unveiled its Christmas advert highlighting the important role that wine plays in bringing family and friends together during the festive season.
The brand campaign – which will air for the first time during today’s ITV1 News at 7.28pm – brings to life the story #BehindEveryGlass that we share with loved ones, particularly at Christmas. Whether wine-lovers are searching for new favourites, or rediscovering wines that carry special family memories, Majestic has Christmas covered this year.
The advert follows the story of Emma and her family in their search for a specific bottle of wine that carries a special place in their hearts. It begins with Emma and her husband going through a box of her late Mother’s belongings, where they discover an old wine cork and a picture of her late-Mother with her Father on holiday.
Eager to find the very same bottle of wine to drink with her Father on what is set to be a difficult Christmas Day, they search everywhere but fail to find it online or at any of their local stores. Emma turns to Majestic and is delighted when a store colleague helps her to discover the exact bottle she is looking for.
The advert ends with Emma sharing the bottle of wine with her Father on Christmas Day, and showing him the photo of his late-wife. He takes a sip of the wine and is transported back to the holiday they enjoyed together all those years ago.
The wine that takes centre stage in the Majestic campaign, the Château Méaume Bordeaux Superieur, is a staple of the retailer’s award-winning range of more than 1,200 wines. Its British founders, Alan and Sue Johnson-Hill, were guests at the opening of the first-ever Majestic store in 1980 – and Château Méaume has been stocked on Majestic’s shelves ever since.
Majestic employs more than 1,000 experienced and qualified colleagues who can help customers like Emma find the perfect wines to drink with their family and friends at Christmas. Colleagues host free wine tastings seven days a week from Majestic’s in-store Tasting Counters, offering customers the opportunity to try a selection of wines before they buy, receive tasting notes and get expert advice.
With a host of other specialist in-store services available, including free glass hire for Christmas and New Year’s Eve parties; free click-and-collect in as little as four hours; next-day delivery; and Majestic’s unique ‘No Quibble Guarantee’ allowing customers to return wines they don’t like, Majestic offers a one-stop shop for lovers of wines, beers and spirits this Christmas.
Majestic chief operating officer Rob Cooke said: “We know Christmas is a very important time of year for our customers, when they want the reassurance that they are getting the very best quality wine, at the very best value for money, to share with their family and friends.
“But we also know that wine is so much more than just a drink. There’s a Story Behind Every Glass, and at Majestic we understand that better than anyone else. Our Christmas campaign brings that to life by highlighting the unparalleled range, service and expertise that our customers experience every time they shop with Majestic – and the joy they share with every bottle they open.”
Majestic appointed Leeds-based strategic content agency, Powerhouse, as production partner on the 2023 Christmas campaign.
Rebecca Jones, client services director at Powerhouse, said: “This has been a fantastic first campaign to work on with the team at Majestic. Our strategic and creative approach to the challenge of the crowded Christmas landscape was aligned from the start. It’s been a really collaborative partnership as we’ve navigated away from more promotionally led content to an emotive advert that we believe really demonstrates the value the brand has for consumers.”
