Christmas is in the Air with Enesco and Yankee Candle

Yankee Candle^® launches its 'Make it more Magical’ campaign for Christmas 2024.

Supporting the campaign, contemporary gift supplier Enesco has been distributing Yankee Candle exclusively to independent retail in the UK since early 2023. Yankee Candle, world-famous American candle manufacturer, invites us all to ‘Make it more Magical’ this year, with the launch of its 2024 Christmas campaign and its first ATL campaign since 2017.

Originating in 1969, the brand began its story on a cold December night in Massachusetts when a 16-year-old boy found himself without the means to buy his mother a Christmas present and, so, created a candle using household wax, a red crayon, string and a milk carton. That boy, Mike Kittredge, went on to become the founder of Yankee Candle and, ever since, the brand has centred itself on these gift-sharing moments between loved ones that we commit to memory.

The campaign aims to underline and celebrate these moments at Christmas — whether it’s a large family affair, a small gathering with friends or embracing a new culture. ‘Make it more Magical’ is a 360 campaign across TV, print, OOH, experiential, PR, social and digital, that reminds us the true magic of Christmas is in the moments we share.

Retailers are invited to be part of the campaign by showcasing Yankee Candle and accessories in their store, supported by free of charge point of sale material such as roller banners, window stickers ,free-standing signage and posters. In addition, beautifully crafted free of charge gift bags , will delight the consumer by creating gift ready purchases, boasting real additional value.
The TV ad brings to life the inimitable smell of Christmas that transports us to a magical place. Playing on the nostalgic pull of fragrance, we see a nurse step off a bus on Christmas Eve and, picking up the smell of something familiar, she is lifted off her feet and carried home — as if by magic.
The film follows her elegant, enchanting and, at times, mischievous flight home, ascending from a festive high street, across the chimney tops and eventually touching down in quiet suburbia — home. Upon her return, we see her family engaged in the familiar bustle of Christmas Eve food prep, and, atop the counter, we see the source of the smell that has carried her home; the ambient glow of the Yankee Candle Christmas Eve candle. That, and the magical pull of moments shared with loved ones at Christmas.

The TVC will be seen across linear TV until early December. Watch the ad here: