The General Store and Salvos unveil purpose-led Xmas campaign

This is part of Mumbrella’s 2023 Christmas campaign coverage. Click here to see other articles in the series. 

The General Store and Salvos Stores are launching a Christmas campaign that showcases the beauty of preloved gifts.

The announcement:

As the festive season draws near and buying presents is on everyone’s to-do list, charity retailer Salvos Stores has taken a purpose-led, yet humorous, approach in its new Christmas campaign.

“This work beautifully demonstrates that gifts from Salvos Stores have special meaning because of the consideration that goes into searching for a unique item, whether it’s an obscure vegan cookbook, a retro game console, or even a vintage sweater vest,” explained Matt McMahon, customer experience manager at Salvos Stores.

“In addition, preloved presents from Salvos Stores have a far-reaching impact that extends to the environment and the vulnerable communities that we support every day. And that’s what truly creates gifts with more meaning.”

At Salvos Stores, 100 per cent of profits support programs that transform the lives of Australians in need, such as those experiencing hunger and homelessness. And through its support of the circular economy and numerous sustainability initiatives, Salvos has also diverted over 40 million items from landfill in the past year.

The Christmas campaign also signifies a playful step change in Salvos Stores’ brand personality. Within the three hero films, the awkward hugging and tongue-in-cheek dialogue bring to life the impact that a preloved gift has on the environment and community.

“Doing good for the world doesn’t always have to be earnest. We wanted to take a more entertaining approach to Salvos Stores’ serious message of sustainability and community support – highlighting how much a gift from Salvos Stores would really mean to someone,” said Marcus Tesoriero, chief creative officer at The General Store.

“Salvos Stores have been the leaders in the circular economy for generations, long before it became cool. This work reaffirms Salvos Stores position as the dominant player in the preloved goods market, especially as we head towards a potentially turbulent economic climate next year.”

The General Store began working with Salvos Stores four years ago. During that time, the two businesses have worked together across store design architecture, business strategy, advertising, design and animation.

“Being a purpose-led business comes with its own unique challenges, but The General Store has an in-depth understanding of our business, the current competitive landscape and the consumer mindset. They know what creative work makes people tick,” said McMahon. “We’re so thrilled to be on this next step of our journey with them.”

Launching this week, the new Christmas campaign for Salvos Stores will be rolled out across TV, social and in-store.


Client: Salvos Stores

Customer Experience Manager: Matt McMahon

Customer Campaign Partner: Sarah Keogh

Creative Agency: The General Store

Chief Creative Officer: Marcus Tesoriero

Creative Director: Andrew Jones

Art Director: Daniel Li

Copywriter: Mitch Taylor

Group Account Director: Sommer Smith

Senior Account Director: Kiki Jones

Production Company: Painted Black

Director: Armand de Saint-Salvy

Producer: Henry Richardson

Photographer: Charles Grant Sound design: Squeak E Clean Studios

Source: The General Store


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