Thorntons unwrapped its Christmas ad in collaboration with an armed forces charity, Soldiers, Sailors, Airmen and Families Association (SSAFA) to raise public awareness of the organisation.
The campaign 'Pass the Love On', which first aired yesterday (24 November) on Channel 4 during Gogglebox, featured a young man on his way home for Christmas who halts his taxi to buy a pack of Thorntons Continental. It is later revealed that the young man is a naval officer who is home on leave and is meeting his fiancé’s family for the first time and gifts them the Thorntons box.
As part of the collaboration, 2% of all sales from the Thorntons Continental boxed product range, purchased in Thorntons owned stores in the UK and on the Thorntons website, will be paid in support of SSAFA.
Ian Tweedale, marketing director of Thorntons said: “There is a lot of excitement around Thorntons this Christmas; we recently launched our first concept store, as well as experiential activity across our retail estate, a new remastered Thorntons Continental range, new advertising and lots more – we are truly passing the love on."
Sir Andrew Gregory, chief executive at SSAFA, added: “SAFFA is truly delighted to work with Thorntons this Christmas, to celebrate the service of men and women in the Royal Navy, Royal Marines, British Army, the Royal Air Force, and recognise the importance of the support given by their families.
“SSAFA’s longstanding commitment to excellence makes a partnership with Thorntons the perfect fit. With the support we are receiving from Thorntons and the awareness the campaign is creating, SSAFA will be able to continue to help those who are serving, or have served this Nation, and their families, when they need assistance.”