Waitrose crowdsources digital choir for Christmas campaign

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Waitrose called on the nation, and its own staff, to lend their voices to its Christmas advert this year in a new initiative called 'Donate Your Voice'. In October, the supermarket ran an online campaign, created by BBH London, urging members of the public to form a virtual choir and sing the soundtrack for its Christmas advert.

In doing so, they helped to fundraise for special causes by creating a charity single. The public were asked to visit the Waitrose 'Donate Your Voice' website, created and built by BBH London, between 18-28 Oct to record and upload their own rendition of Dolly Partonâs song ‘Try’.

In an advertising first, music producer, David Kosten then mixed the recordings to create a virtual choir.

The choral version of the song, made up of the public's voices, was used as the soundtrack for the Waitrose Christmas TV advert, which aired in the run-up to Christmas. The song will also be available to download as a single with 100% of the profits going to charity.

It is the first year that Waitrose is releasing just one advert that is focused on the brand, rather than its products.

Rupert Thomas, marketing director, said: "We really hope 'Donate Your Voice' will put the fun into fundraising for the festive season, especially with the growing popularity of people joining a choir.

"Not only will we be able to create a totally unique soundtrack which has never been produced for advertising in this way before, but the public will be raising much needed funds for three fantastic causes."

The website will feature singing tips and coaching advice for people to use and singers will be able to upload film themselves singing for videos to be used on the final version and on social media.

The idea will capitalise on the resurgence of hundreds of community and workplace choirs inspired by choirmaster Gareth Malone, who was behind the hugely successful Military Wives choir, whose single, Wherever You Are, was the Christmas number one in 2011.

Those wishing to be a part of the virtual choir are being asked to visit the Waitrose 'Donate Your Voice' website between October 18 - 28 to record and upload their own rendition of the Dolly Parton song.

Participants will be also asked to put a virtual green token in a box to support one of the three charities involved, Age UK, Great Ormond Street Hospital Children's Charity and The Trussell Trust, which supports food banks.

When the camapign ended the supermarket sent out a thank you video to all participants:

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