Tesco has unveiled its 2024 festive campaign which looks to help feed Christmas spirits through the winter months with an uplifting advert and charity donation initiative.

The supermarket giant’s campaign, created by BBH London, follows the story of Gary and taps into the key moments of the season, exploring the things that feed our Christmas spirit.

The advert premieres today (12 November) with a three-minute film, airing across cinema, digital and social platforms.

Viewers follow Gary as his Christmas spirit explodes into the world around him after his grandfather hands him a pack of Tesco gingerbread men. As his spirit lifts, his environment is transformed into a “magical gingerbread landscape” from a gingerbread scooter, a gingerbread supermarket till with a gingerbread receipt and a market square transformed into a gingerbread wonderland.

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However, this world starts to crumble as Gary’s Christmas spirit dips when he thinks about the absence of his grandmother during the festive season. At the heart of the campaign is Gary’s journey to rekindle a cherished tradition of building a gingerbread house; something he used to do with his grandmother.

Viewers see Gary and his grandfather come together to relive the tradition, with the gingerbread house taking pride of place on the Christmas table, which also features a golden turkey, roast potatoes and pigs in blankets. As everyone sits down to enjoy their Christmas meal, their Christmas spirit peaks and the exterior of Grandad’s house transforms into gingerbread too.

As part of the campaign, 10p from every sale of gingerbread this Christmas at Tesco will be donated to Trussell Trust and FareShare to help provide access to food for people.

Tesco group customer director Becky Brock said: “We want our Christmas campaign to connect people with the joy of moments that help feed our Christmas spirit and showcase how Tesco can help you do just that. We appreciate that even if you love Christmas, there can be little things that eat away at your Christmas spirit as well as things that help to feed it.

“We’re here to top up your Christmas spirit wherever we can, whether it’s the first bite of a Christmas Sandwich, mince pie or gingerbread man, in the run up to the big day, a delicious, great value spread of food to enjoy with loved ones or service with a smile from our fantastic colleagues. We hope that the ad, and Tesco help feed your Christmas spirit this year.”