Lighting up ITVX with a channel to warm Britain’s Christmas

Client: Yankee Candle

Christmas is loud. £3.6bn of festive advertising loud. So we didn't make another ad. We made a fireplace.

The thinking was simple. People already see a fireplace as the purest symbol of festive cosiness, and a roaring fire is one of Netflix's most-watched pieces of Christmas content every year. But did the Netflix Grinches want to monetise it…noooooo. So we went straight to our friends at ITV, and got them to make one for us on the UK's biggest commercial streaming platform. Sponsorship idents, ITVX homepage takeovers, AdPause creative, social and YouTube support all pointed back to one place: people choosing to stream Yankee Candle, on purpose, for half an hour at a time. It worked exactly as hoped. Over 275,500 UK homes warmed by it. Nearly half a million streams. 111,000+ streamed hours. And it clearly warmed up consideration jumping up 16 points to 52%. Yankee Candle has recommissioned the idea for Christmas 2026, with 25% more budget behind it.