How can brands be successful in Christmas 2020? Here are our insights to help you navigate what's next.

1. N A V I G A T I N G W H A T ’ S N E X T
C H R I S T M A S E D I T I O N

2. OVER THE PAST FEW WEEKS WE HAVE SEEN JUST HOW VOLATILE THINGS ARE.
MOST PEOPLE ARE FEELING CONSTRICTED, CONFLICTED AND
GENERALLY OVERWHELMED.

3. AND IT’S TOUCHED EVERY ASPECT OUR LIVES
We are fighting four major crisis simultaneously:
Global Pandemic, Climate Crisis, Global Recession and Racial Injustice

4. BY
UNDERSTANDING
THE
EMOTIONAL
NEEDS OF
PEOPLE
RIGHT NOW
No matter what your values or beliefs, we are all
experiencing the same emotions.
There is no crystal ball and we cannot see the
end of restricted living.
We are looking to the festive period to bring a
sense of normality and relief.
Christmas has always been synonymous with
togetherness and we are uncertain if this year
we will able to see love ones.
We wish to hug, love, share space and lost time
with our families, yet we are concerned for their
health and safety.
HOW CAN OUR BRANDS BE SUCCESSFUL?

5. WHAT DOES THAT MEAN FOR SPENDING?
Consumers are looking for a deal and in
challenging times retailers are looking for
new ways to bring value to their customers.
Consumers will be yearning to feel better by
the festive season so they will be looking to
ensure that Christmas feels extra special
after an especially hard year. Research
shows that even in a recession, people will
be spending.
Those affected financially will still be looking
to spend, just more wisely. Those who’ve
managed to work from home, had less
expenses so have a little more than previous
years.

6. Increased restrictions,
closures of pubs and
restaurants and health and
safety concerns for leisure
life provide an opportunity
for our brands.
Reframing our competitive
landscapes allows us to
tap into the grocery
moments that consumers
will be looking for to
recreate the social and
dining experiences at
home.
Human connection, as
through COVID will be
paramount, even if people
are apart. Togetherness
and the arousal of the
magic of Christmas will
continue to play critical
roles in success this festive
period.
1. 2. 3.
HOW CAN WE DELIVER MEANINGFUL DIFFERENTIATION?

7. D E L I V E R I N G T H I S F E S T I V E S E A S O N
Romanticising food in ways that
trigger the senses has a powerful
impact on consumers when
shown with contented families
Deliver the value of our brands by
making this Christmas feel extra
special. Bringing a sense of relief
and normality
Reframing the landscape to take
advantage of festive social
moments that need recreating at
home
SOOTH CONSUMERS FEELING RESTRICTED, CONFLICTED AND OVERWHELMED BY
REMINDING THEM HOW CHRISTMAS MAKES THEM FEEL BETTER
In times of uncertainty, consumers tend to lean into trusted brands.
Grocery brands can play a pivotal role in keeping the nation’s spirits up, not only through products themselves, but brand
communication that serves as a bastion of normality during a testing festive period.

8. THANK YOU