Retailer The Works is “championing the magic of togetherness” in its festive brand platform.

The ‘Time Well Spent’ platform features the ad ‘Santa Pause’ which stars a parenting influencer as he surprises families with activities, craft supplies, and toys chosen to inspire people to spend more time with their loved ones during the Christmas period.

The retailer has also placed physical gifts across the UK for the general public to find.

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The campaign will run through December 2024 and include competitions offering families the chance to win 12 days of prizes.

The Works commercial director, Lynne Tooms said: “We understand that time is one of the most precious gifts we can give, especially during the busy festive season. Our Time Well Spent campaign is all about inspiring families to pause, connect, and create lasting memories. With Santa Pause, our parenting influencer star adds a sprinkle of fun and magic to remind everyone of the joy found in togetherness.

“We hope that our campaign, coupled with our creative product offering, will help families achieve this for Christmas—without needing to break the bank.”

Campaign Strategy and creative were handled by agency Social Element, with paid strategy and supplementary content by The Work’s in-house team. Brand platform support was managed by Glow London with PR support from Brazen.