Consumer champion Which? has revealed its 2024 Christmas campaign, aimed at fighting against unfair consumer practices during the festive season. 

The creative, developed in collaboration with creative agency Neverland and media partners Goodstuff, Brainlabs and Digital Voices, highlights Which?’s role in helping consumers make informed choices.

The four-week campaign, backed by a £1.1 million investment, will address key consumer issues prevalent during the holiday shopping period, including misleading Black Friday deals, poor customer service and “shrinkflation”/”skimpflation” in festive food, drink and gift shopping

The campaign will run across out-of-home advertising at major national train stations and shopping centres, digital platforms, radio spots, podcasts and influencer-led content featuring internet sensations Hayley Morris and the Ayodi family. 

Subscribe to Marketing Beat for free

Sign up here to get the latest marketing news sent straight to your inbox each morning

The campaign will be followed by a media partnership with Channel 4, centred on key Christmas programming in December and extending into the new year, covering popular food, home improvement and travel programming.

“Christmas is a busy and challenging time for a lot of people. On top of this, we’re getting ripped off right, left and centre with worsening products and services for our money – from down-sized Christmas chocolates, to unreliable deliveries to dodgy online marketplaces not sending what they advertised,” said Kat Chinnock, Which? head of brand. 

The campaign aims to expose poor practices while providing consumers with tools to avoid potential pitfalls. It follows Which?’s brand refresh last year, which highlighted its consumer-focused mission beyond product reviews. The organisation is seeking to demonstrate the breadth of its free, trustworthy advice. 

Lola Neves, Neverland chief strategy officer added: “No one can afford to get it wrong at Christmas, so luckily Which? is on hand to get it right for you.”