The Gym Kitchen is returning to the festive ad scene, alongside the biggest names in FMCG, with a fresh creative that celebrates the age-old magic of Christmas through a modern-day lens – starring Santa as a social media influencer!
The Gym Kitchen’s festive advert “A New Kind of Christmas” explores modern family connection – shining a light on how traditions, like Christmas, have evolved with time, technology and lifestyle – but the magic stays the same.
Set on Christmas Eve, the 1min 30sec film follows a mum excited to share her own beloved festive traditions with her son – from writing wish lists, and stories by the tree, to carrots for Rudolph – but her son has a modern take on every ritual, due to his digital-first view of the world. Just as mum begins to feel that the true magic of Christmas is fading, her son reveals something extraordinary: Santa IS real – but this time, he’s an influencer! Watching Santa’s “Day in the Life” we see the main man gearing up and training for his busiest night of the year – complete with staying fuelled by The Gym Kitchen!
Going live across The Gym Kitchen’s social channels this week, the advert captures the timeless magic of the festive spirit in an ever-changing world, depicting Santa as an influencer to bring humour, warmth, and Alpha Generation relatability to the story. The Gym Kitchen’s brand proposition is central, with the tagline, Fuel Your Festivity – powering busy, modern lifestyles, while maintaining the same heart, flavour, and timeless joy of food at its core.
Following the success of The Gym Kitchen’s festive ad debut in 2024, this year’s creative reinforces the brand’s maverick position, among established mainstream players in the Christmas advertising landscape.
The Gym Kitchen founder, Segun Akinwoleola, said: “Historically festive advertising was left to the big boys but – just as our advert shows – things evolve – and we felt it was time for challenger brands to join the tradition, so we stepped into the arena.
“After a fantastic response last year, we’re back again for 2025 with the message that the ways in which we celebrate occasions like Christmas might be changing, but the joy remains and the same applies to food. As we seek out innovative solutions to fuel busy lifestyles, The Gym Kitchen is here with high protein, convenient options that deliver all the above, whilst still retaining uncompromising taste and enjoyment.”
