Thorntons’ Christmas Campaign Spells Out Its Unique Style

Thorntons, the beloved British chocolate brand, is spreading holiday cheer with a new and exciting out-of-home (OOH) and digital campaign, running until December 29th. Developed by creative agency Mr. President, this festive campaign features high-impact locations and marks a major return to the high street for the iconic chocolate maker.

A Christmas Campaign With a Twist

The campaign is designed to capture the attention of chocolate lovers and remind them why Thorntons is a go-to choice for gifting during the holiday season. One of the standout features of the campaign is its use of large-scale OOH media, including the Motion@Waterloo – the UK's largest single indoor screen. This high-visibility platform underscores Thorntons’ strong heritage and its enduring place in the hearts of British consumers.

With over 100 years of history, Thorntons is using this campaign to reaffirm its standing as a leading brand in the premium chocolate market. It’s not just about tradition; it’s about the unique craftsmanship and flavours that have made Thorntons a household name.

A Personal Touch With ‘Uniquely Thorntons’

Thorntons is known for offering a wide assortment of delicious chocolates, from the indulgent Milk Chocolate Gooey Caramel to the rich Dark Chocolate Hazelnut Milano, and the zesty White Chocolate Sicilian Mousse. To highlight the brand’s dedication to quality and uniqueness, Thorntons has crafted a key campaign message: ‘Uniquely Thorntons.’

The campaign’s standout visual feature is a personalised chocolate strickle – a luxurious drizzle of chocolate that spells out the brand’s message. This gesture ties in with Thorntons' long-standing tradition of hand-crafted chocolates, showcasing how their distinctive flavours and artisanal methods set them apart from competitors.

A Shift to OOH Media

This campaign represents a strategic shift for Thorntons, moving away from its usual TV-centered approach and focusing more on OOH advertising. Complemented by social media and online video content (OLV), the campaign delivers a rich, multi-channel experience that speaks to modern audiences while staying true to the brand’s heritage.

The campaign visuals were brought to life by renowned food photographer Colin Campbell, working through TWIN, with typography by the celebrated Alison Carmichael. Their collaboration adds an artistic touch that elevates the campaign’s storytelling.

Creative Partnership With Mr. President

Mr. President has worked closely with Thorntons on this campaign after their successful collaboration on the Ferrero Rocher TVC last year. Joe Stone, Associate Creative Director at Mr. President, shared his excitement about the project:

“It’s not every day such an iconic and much-loved British brand like Thorntons comes knocking. Being tasked with reinvigorating and rethinking their presence is the kind of creative challenge we love. By shooting everything in-camera and hand-writing the headlines with real chocolate, we ensured that Thorntons’ heritage and craft were honoured in a way that feels both contemporary and unique.”

Conclusion

Thorntons’ Christmas campaign is a perfect blend of tradition, craftsmanship, and modern creativity. By focusing on high-impact OOH locations, innovative visuals, and a strong social media presence, the brand has created a campaign that resonates with both loyal fans and new customers. Whether it's gifting or indulging, Thorntons’ unique flavours and festive spirit are sure to delight this holiday season.

Why choose BM Outdoor for your outdoor advertising?

• Consumer trust: Outdoor advertising is a trusted medium for many, standing the test of time.
• Direct and captivating messages: We deliver clear and compelling messages that effectively reach your audience.
• Affordable for all: We offer options that fit all budgets and types of businesses.
• Sales team at your service: Our passionate sales team is ready to help you achieve your goals.