Upmarket grocer Waitrose has focused its Christmas TV advert on its community work for a second successive year.

Waitrose Christmas ad

The advert, which launched on Saturday, follows a young boy in Waitrose with his mother, choosing a charity to support with a green Community Matters token – the grocer’s established charity scheme.

The campaign follows Waitrose’s decision last year to release a sparse Christmas ad – featuring chefs Heston Blumenthal and Delia Smith – explaining that the money usually spent on lavish festive ads would be given to charity.

Waitrose marketing director Rupert Thomas 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.”