The advent calendar will be hosted on a dedicated and launches 1 December. A new video clip will appear each day in the run up to Christmas. As well as celebrities, doctors and patients telling stories about what Christmas means to them, managing director Mark Price will be featured.
The co-branded website, created by MCBD, will emphasise the importance of being at home for Christmas, which is also the theme of the grocer's current advertising activity. Waitrose will ask consumers to make the website their homepage for 24 hours and in return the retailer will donate 25p to the hospital. It is aiming to raise a minimum of £50,000.
The site will also feature a children's Christmas game and users will be able to download an exclusive track by Camilla Kerslake, the voice of the Waitrose TV, who is the first signing to Gary Barlow's new record label Future Records.
Activity will be supported by PR, in-store, direct mail (via GOSH), social networking sites and online via the Waitrose website. There will also be a ‘send to a friend' function on the website.
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