Majestic’s First Christmas Ad Aims To Turn Colleagues Into Stars

Majestic, the UK’s largest specialist wine retailer, today revealed details of a brand new national TV campaign hitting screens this Christmas – aimed at turning their real life “staff into on-screen stars”. The advert will premiere this November across a range of channels, and marks the retailer’s first television commercial in almost a decade. 

Set in one of Majestics newest stores, and featuring colleagues playing themselves, the advert follows a couple as they prepare to fill up their trolley with wines ahead of the festive season. The store team mischievously guide the pair to the perfect bottle, and in the process jump out from behind Christmas trees, blow party poppers and provide tasting samples. 

The television advert is part of a wider campaign which also includes radio, billboards and digital. Following a year of unprecedented growth, Majestic is aiming to showcase what makes the business special – by focusing on their trademark blend of colleague expertise, approachable fun and unrivaled service.

The inspiration behind the advert came from a real life shopping trip for Majestic Customer Director, Matthew Gaunt, who wanted to recreate the experience on screen. 

“Whenever we speak to our customers and ask them what they love about Majestic, they always say their store teams. I know first hand how important that is – I won’t buy a bottle without consulting my local store team first! We have over 1000 trained colleagues more than any other retailer  and they make the difference and have done over the last 40 years, helping consumers discover and learn about wine.” He explains.


“So when we came to create our Christmas campaign, we wanted to really celebrate and shout-about those Majestic moments. People love their local stores, the expert advice they get in there and the un-stuffy experience they have. That’s what shopping for wine should be – and that’s what we wanted to showcase in our first ad for many years”. 

From sherry for nanna, to the perfect red for turkey – the advert shows the answer to real life Christmas wine decisions, the kind of conversations Majestic store managers have every day in December. 

Majestic store manager, and one of the star’s of the advert, Simone Amato added:

“It was fantastic to be a part of the shoot and to have a day doing what we do best; having fun and selling great wines! I think it’s so important to show the human side of the business, the experience our customers get and the way we interact with them. We know this Christmas our customers are really going to want to spoil themselves after another difficult year. So whilst I can’t wait to see myself on screen, I’m looking forward to having those face to face interactions even more. Hopefully, that way, we can make sure we give a Majestic Christmas to as many customers as possible!”

The Majestic TV advert will air from November 2021, and will run on a range of channels over a six week period. 

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