Shaken & Stirred - Influential Brand Profiling and Positioning

Live & Breathe develops Christmas campaign for Oxfam

Live & Breathe is bringing a unique look to Oxfam this Christmas with an in-store and windows campaign that launches nationwide in early November, designed to position the charity retailer as a one stop shop for gifts.

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The agency has devised an in-store strategy that aims to communicate Oxfam’s diverse and unique gift offering this Christmas, ranging from  exciting new items, stocking fillers and food that reflect the charity’s ethos,  as well as ‘Oxfam Unwrapped’ and high quality second hand items. The creative assets will also be used within Oxfam’s on-line shop which stocks over 100,000 new and donated items, ensuring that the consumer gets consistent messaging across the two retail channels.

To ensure the campaign has a special Oxfam look and feel, campaign creative features the new brand identity, introduced in September 2012, and draws on seasonal colourways and existing themes such as Archie the Oxfam goat, the face of Oxfam Unwrapped.

The campaign was tested extensively prior to launch, to ensure that the creative had sufficient impact to draw consumers in store. Collateral has also been designed to be user-friendly so that staff can build and install items quickly and easily during this busy trading period. Live & Breathe has also designed its campaign with clear navigation of the Oxfam product offer options for the Christmas gift shopper.

The key campaign creative features a high impact gift tag with a range of messages. It appears in window displays and hanging banners. Other items include wrapped gift boxes that staff can use to decorate the store as well as window vinyls, paper chains, shelf strips and backs. Smaller gift tags carry a range of messages including – ‘To Dad, it’s the thought that counts and when I saw this I thought of you’ – ‘Sis – Six words – this took me ages to find. Love you’ – highlighting the vast range of gifts available.

Special stand spinners communicate Oxfam Unwrapped in a logical, high impact manner so that shoppers are clear on this unique gifting initiative. The tag line for Oxfam’s charity gift range for 2012 is ‘your gifts, their futures’

Emails to donors, online and social media activity will follow in the run up to Christmas.

Sara Griffiths

Sara Griffiths, communications officer at Oxfam, said: “Oxfam has a diverse Christmas offering. We needed interactive and engaging window and in-store messaging to attract and educate new customers, or remind them of our gift offering. Our core 35-40 year old female audience is world-aware without being worthy, and matching the gift to the person is more important than price.

“We want our customers to feel good about Christmas shopping at Oxfam, knowing that 100% of the profit from their purchase goes to Oxfam’s programme around the world, and the recipient to feel they have received a thoughtful and interesting present.”

Nick Gray, MD of Live & Breathe, added: “Christmas is a key retail period for Oxfam, both on the high street and online. Many want to give a unique and thoughtful gift, but are either short of time, especially so in the festive season or are unsure what to buy and therefore appreciate seasonal inspiration and guidance. Oxfam has a wonderful gift range and our campaign has been designed to showcase this and to clearly dispel any myths might remain around the charity as a retailer of second hand goods.”

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