Waitrose has unveiled its Christmas television advert in a campaign which again shuns lavish displays to focus on the supermarket's support for charities.
For the second year running the company has decided to take on its rivals in the all-important festive season by highlighting the work it does for good causes.
Last year's campaign saw Delia Smith and Heston Blumenthal standing next to one of the shop's charity appeal box in an austere, empty studio.
Both the celebrity chefs waived their appearance fees, and company bosses said money saved on the "unglamorous" advert meant they were able to donate £1 million to charity.
The latest advert, which will be premiered during tonight's X Factor, is titled The Story Of Giving Something Back.
The simple film, which follows a young boy out shopping with his mother as he decides which charity to give a Waitrose green token to, highlights the fundraising work done by the store.
The camera then cuts to pensioners tucking into a roast gammon lunch at St John's church hall in Hythe, Dibden in Hampshire - which is one of 40,000 local causes backed by Waitrose through its Community Matters scheme.
Mark Price, the company's chief executive, revealed that Waitrose will donate around £1 million to local charities over the next three months, and staff will be volunteering with the schemes.
He said: "We'll still be advertising what shoppers can buy in Waitrose for Christmas but we wanted to devote a percentage of our ad spend to highlight the importance of charity and social good.
"It's all part of a theme for Waitrose that our role is much bigger than being a food supplier, it's about our role in society and the communities in which we trade."
St John's Church warden Chris Lund, who has been running the weekly lunch club for six years, warned that many elderly people suffer from loneliness and isolation at Christmas.
Money raised by the supermarket helps to tackle this and bring communities together, he said.
He said: "The day Waitrose filmed its advert was more hectic than usual but everyone had fun. We thoroughly enjoyed it. The staff from Waitrose were lovely. They are wonderful people.
"Loneliness and isolation are issues any time of year and the real danger is that it is out of sight and out of mind.
"Many of the people who come to lunch were teachers, engineers - incredibly bright and influential people and now they are not as mobile. But their stories are still valid and valued here."
Rupert Thomas, marketing director, said: "I hope this ad will remind people that putting their green token in the Community Matters box can help their community in simple, heartfelt ways that can make a real difference."
Since its launch in 2008, the scheme has donated £14 million to thousands of local charities chosen by the supermarket's customers.
The advertising strategy is in stark contrast to many of the other big high street retailers which have focused on the glitz and glamour of the Christmas season.
Supermarket chains Aldi and Lidl are both launching campaigns that focus on their luxury ranges, which both stores have expanded to include lobster.
Meanwhile, Marks and Spencer has hired British actress Helena Bonham Carter and model Rosie Huntington-Whiteley to star in its Alice in Wonderland-inspired advert.
Why are you making commenting on The Herald only available to subscribers?
It should have been a safe space for informed debate, somewhere for readers to discuss issues around the biggest stories of the day, but all too often the below the line comments on most websites have become bogged down by off-topic discussions and abuse.
heraldscotland.com is tackling this problem by allowing only subscribers to comment.
We are doing this to improve the experience for our loyal readers and we believe it will reduce the ability of trolls and troublemakers, who occasionally find their way onto our site, to abuse our journalists and readers. We also hope it will help the comments section fulfil its promise as a part of Scotland's conversation with itself.
We are lucky at The Herald. We are read by an informed, educated readership who can add their knowledge and insights to our stories.
That is invaluable.
We are making the subscriber-only change to support our valued readers, who tell us they don't want the site cluttered up with irrelevant comments, untruths and abuse.
In the past, the journalist’s job was to collect and distribute information to the audience. Technology means that readers can shape a discussion. We look forward to hearing from you on heraldscotland.com
Comments & Moderation
Readers’ comments: You are personally liable for the content of any comments you upload to this website, so please act responsibly. We do not pre-moderate or monitor readers’ comments appearing on our websites, but we do post-moderate in response to complaints we receive or otherwise when a potential problem comes to our attention. You can make a complaint by using the ‘report this post’ link . We may then apply our discretion under the user terms to amend or delete comments.
Post moderation is undertaken full-time 9am-6pm on weekdays, and on a part-time basis outwith those hours.
Read the rules hereComments are closed on this article