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Retail

Waitrose Invites Customers To Sing On Its Christmas Ad

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Waitrose Invites Customers To Sing On Its Christmas Ad

Upmarket British grocer Waitrose is inviting its customers and staff to sing on its upcoming Christmas advert in a new initiative called ‘Donate Your Voice’, which launches this week.

From October 18, the supermarket will run an online campaign urging members of the public to form a virtual choir and sing the soundtrack for its Christmas advert.

By joining in, they can help to fundraise for three special causes in creating the charity single.

The public are being asked to visit the Waitrose ‘Donate Your Voice’ website between October 18-28 to record and upload their own version of Dolly Parton’s song Try.

Music producer, David Kosten will then mix the recordings to create a virtual choir.

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The choral version of the song, made up of the public’s voices, will then be used as the soundtrack for the Waitrose Christmas TV advert, which will air in the run-up to Christmas.

The song will also be available to download as a single with 100 per cent of the profits going to charity.

When members of the public donate their voice online, they will also be asked to put a virtual green token in a box to support one of the three charities involved - Age UK, Great Ormond Street Hospital Children’s Charity and The Trussell Trust.

Working in the same way the ‘Community Matters’ scheme works in Waitrose stores, the votes of those donating their voices will determine how much goes to each charity.

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Speaking on the new initiative, Rupert Thomas, Waitrose marketing director, said: “We really hope ‘Donate Your Voice’ will put the fun into fundraising for the festive season, especially with the growing popularity of people joining a choir."

He continued, "Not only will we be able to create a totally unique soundtrack which has never been produced for advertising in this way before, but the public will be raising much needed funds for three fantastic causes.”

© 2014 - European Supermarket Magazine

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