Waitrose has kicked off an initiative asking members of the public to donate their voices to its Christmas ad.
An online campaign from BBH London, set to roll out on 18 October, will run for 10 days and direct people to an online tutorial of how to upload a rendition of Dolly Parton’s ‘Try’.
The ‘virtual choir’ will then feature on the soundtrack for the Waitrose Christmas TV advert with the track available to download as a charity single supporting Age UK, Great Ormond Street Hospital Children’s Charity and The Trussell Trust.
Rupert Thomas, marketing director at Waitrose said the idea was built on the growing popularity of people joining a choir.
“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.”
Last year, Waitrose's Christmas spot promoted its Community Matters scheme.