This Morning will partner with John Lewis and Waitrose this Christmas, urging viewers to Give a Little Love throughout the festive season. 


Launching on Monday 16th November, the campaign will encourage viewers to send in acts of kindness and generosity in the lead up to Christmas, using the hashtag #GiveALittleLove


In a special promo, Phillip Schofield tells viewers: “2020 has been a year like no other, and likewise this Christmas will be a little different for all of us. So here at ITV/STV we are supporting John Lewis and Waitrose who are on a quest to give a little love this Christmas and want us all to join in. Now it’s over to you. Get involved with #GiveALittleLove and send us your acts of kindness.” 


The most heartwarming and uplifting submissions will then be featured during a special edition of This Morning airing on Christmas Day. 


The campaign will receive dedicated airtime across ITV and STV, as well as across social channels. 

This Christmas, more than ever before, the whole nation will be looking to raise spirits and celebrate all those things that make life that little bit easier. The John Lewis and Waitrose campaign with This Morning does just that, and we’re hoping that by giving a little love over the festive season, every viewer has a smile on their face or perhaps a tear in their eye. Simon Daglish, Deputy Managing Director, ITV Commercial

The partnership was developed and brokered by MG OMD who are also responsible for all media planning and buying for the campaign. 


A Little Background

After the year we’ve had, Christmas 2020 was always going to be a bit different and John Lewis and Waitrose were intent on treating it differently. This year the John Lewis and Waitrose Partnership wanted to go beyond ‘gifting’ and beyond creating the blockbuster, emotional rollercoaster, character driven, fame building ad. This year they wanted to create a movement of thoughtfulness across the nation.

Our Insight

Just like the wider world, ITV is defined by its people and their actions. It just happens that millions visit ITV every day – for entertainment, for information, for company, for advice… for a friendly face. So, what better place to lead by example and kick-start a movement of thoughtfulness?

Big Idea

Encouraging the nation to get behind the John Lewis & Waitrose campaign, ITV’s recognisable talent and programming will share their own little acts of love and prompt viewers to do the same. This will culminate on 25th December, where we will help celebrate all of the love that has been given this Christmas and thank the public for getting involved.

Making it Happen

The ITV partnership activity launches today with an on-air and social campaign led by Phillip Schofield. Capturing the positive sentiment of the campaign in a way that feels real and authentic, he will be seen on the This Morning set, gifting a cake to the crew and thanking them for everything they do. The 30” TVC will play out contextually around This Morning and on the ITV Hub throughout the day (Monday 16th November)

Following Phillip’s lead, our programme and talent social handles will get behind the campaign by sharing their own kind acts. These will be contextually linked to the shows themselves. The first will come from I’m A Celebrity, Get Me Out of Here! and will feature ex campmate Adam Thomas. This will be followed by similar posts from Lorraine, This Morning and Loose Women social channels. The aim is to spark a social movement of kindness, creating a template of giving for others to follow suit.

The crescendo of the partnership will be on Christmas Day itself, where Phillip will celebrate the nation’s reaction to Give A Little Love. The 90” TVC will borrow the same look and feel as the launch spot and will feature UGC that captures some of the best responses from the public. This will play out contextually around the Christmas special of This Morning and across the ITV Hub that day.

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