British family-owned business - Baylis & Harding – has announced that actress, singer and TV royalty, Amanda Holden, is returning as their face of Christmas for the second year running.
In partnership with long standing media partner, JAA, Baylis & Harding achieved a remarkable nine percent sales growth across its Christmas gifting portfolio last year, maintaining its poll position in the gifting category.
This success was driven by a targeted advertising campaign featuring Amanda’s endorsement across OOH, television advertisements, press and social media.
This year, to further capitalise on Amanda’s love of the brand during the lucrative festive season, Baylis & Harding is extending its tactical execution to reach its core customer who appreciate high-quality, luxurious products at affordable prices. This year the team held an exclusive event with key trade and press in attendance in the form of a cocktail reception at a boutique London Hotel.
The creative executions showcase the brand's premium offering in a festive context and highlights the range breadth and depth to tempt existing and new audiences to choose Baylis & Harding over the competitive set.
To ensure high audience reach, JAA has shaped a high impact channel strategy for the campaign, targeting popular TV shows such as the Royal Variety Performance, and a mixture of segments on ITV across hit shows such as I’m A Celebrity Get Me Out Of Here, This Morning, and Coronation Street as well as print placements with titles including Good Housekeeping.
Since the brand was established in the 1970s, Baylis & Harding’s R&D team has remained insight driven, bringing to market new products that suit the evolving trends, desires and needs of their customers.
While firm favourites remain as staple ‘must have’ gifts– such as Baylis & Harding Sweet Mandarin & Grapefruit Keepsake Boxes Gift Set - this year sees new, exciting SKUs debut across the brand’s extensive Christmas portfolio.
In this year Christmas gifting offering, the product team have extended the range further to have something suitable for everyone including the launch of the Limited-Edition, Wellness for Men and the new Football range for kids.
A variety of pre-wrapped products options that tap into a customer convenience also join the collection along with ‘shelf-stopper’ products – a Gingerbread house ornament handwash and light-up bubble bath glass jars – to inject more theatre into the category for retail partners.
Baylis & Harding’s Catergory manager, Andrea Crompton, says: “ We’re delighted to work with Amanda for our Christmas campaign. Amanda resonates across a broad customer base, from the TikTok Gen Z audience who follow her on social right through to baby boomers who welcome her into their homes through their TV screens.
“Commercially, our partnership exceeded expectations last year so it felt natural to continue this successful working relationship. Amanda is a fan of the brand and that sincerity shines through in her role as our storyteller. We are confident she will inspire customers who are seeking luxury gift inspiration at an affordable price that Baylis & Harding has the perfect solution to suit everyone of all ages, all lifestyles.”
To see the range, visit www.baylisandharding.com
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