How do you solve a problem like Christmas 2020? It’s a conundrum that brands and individuals alike are grappling with as we approach the festive season through the lens of a global pandemic. 

For Quality Street, a brand synonymous with Christmas, it’s a question that its first brand campaign in four years answers beautifully. The spot, which comes to TV screens today, features a vibrant and diverse community sharing Quality Street.

Featuring the strapline ‘Something we all share’, the campaign focuses on the rise of community in the midst of the coronavirus crisis. The spot shows a local community of neighbours sharing their love of Quality Street in their own flats. In the ad the block of flats lights up in the distinctive Quality Street colours, underlining the fact that a socially-distanced Christmas spot doesn’t have to equate to emotionally distanced advertising.

As Ellie Dent, Senior Brand Manager for Nestle’s Quality Street, explains: “This year’s marketing campaign is all about how Quality Street can make moments more memorable and build togetherness with friends and family, whatever your chosen definition of family is. This is reflected in our television ad, which features real-life groups of family, friends and couples.” 

Jo Wallace, UK Creative Director of Wunderman Thompson, added: “I don’t know anyone who hasn’t fought over the tin with friends and family. Bringing the vibrancy, diversity and togetherness the Quality Street brand represents to life again has been fantastic.” 

Quality Street has been part of the fabric of Christmas for over 80 years. This contemporary, diverse depiction of modern Britain in lockdown is a welcome reminder that while many parts of life are on hold, the creative and cultural capital of Christmas advertising remains. 

In the current climate, a pause for joy, togetherness and a well worn argument centred on a tin of Quality Street is a welcome one. A potent example of the opportunity for cornerstone brands to deliver a compelling, community driven positive message at Christmas.