By Gillian West | Social media manager

November 6, 2014 | 2 min read

Littlewoods has continued to bring ‘The Littlewoods Touch’ to special occasions with its 2014 Christmas offering starring brand ambassador Myleene Klass and Christopher Biggins as a pantomime dame.

Launching Friday 7 November during the ad break of ITV’s Coronation Street, the Littlewoods TV advert is an Aladdin-inspired pantomime extravaganza in which Klass magically appears from a lamp granting wishes and transforming old items into the latest brands from Littlewoods.com.

Andrew Roscoe, head of brand, sponsorship and celebrity for Littlewoods at Shop Direct, said the campaign was “all about making Christmas wishes come true, which is something we are proud to be a part of at such a magical time of year.”

The TV push is supported by press, outdoor, radio and online activity with teaser activity running prior to Friday’s launch. Vizeum planned and implemented traditional media for the campaign which includes targeted use of Sky AdSmart and a partnership with ITV’s ‘I’m a Celebrity Get Me Out of Here’ from 19 November.

Of the creative, Julian Vizard, creative partner at St Luke’s, the agency behind the campaign, commented: “This year sees the Littlewoods Touch taken to an even bigger and bolder place. Our panto inspired campaign gives it the real Christmas feel; a genuinely fun campaign to create.”

Littlewoods has also teamed-up with the Ambassador Theatre Group to sponsor pantomimes at 10 locations with an immersive Aladdin-themed experience touring shopping centres in London, Birmingham, Liverpool and Glasgow.

Digital media planning and booking is in the hands of OMD.

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