TFG’s White Stuff brand is embracing TV as it launches its festive campaign with the company’s ad starring its customers and their rescue dogs.

The lifestyle retailer’s ‘Walkies in a Winter Wonderland’ campaign is a “celebration of community, connection and canines, supporting Woodgreen Pets Charity”. The campaign marks the brand’s first national advert airing on ITVX.

It runs until 19 December with 60-second and 30-second spots that “capture the charming chaos of real dog walks against a British woodland backdrop, featuring White Stuff customers and their four-legged companions”. 

The company said the ad “signals White Stuff’s continued investment in brand-building and storytelling, designed to drive awareness and consideration among new audiences”.

It’s also intended to reinforce its evolution as “a modern British lifestyle brand, championing community, creativity and connection. Dogs have always been part of the White Stuff story, with every store and head office welcoming four-legged friends through the brand’s long-standing ‘Pets Welcome’ policy”. To celebrate this and continue its commitment to casting real people, White Stuff launched a social media casting call inviting customers to apply with their dogs.

The main ad sees dogs Gandalf, Stevie Nicks and Obi joined by Maggie, a three-legged golden retriever, and Brooklyn, a rescue from overseas.

“This Christmas marks an exciting moment for White Stuff as we invest in national BVOD for the first time,” said head of brand Emma Spratt.

And taking the campaign concept into its stores, on 8 November it’s hosting a ‘Doggy Day’ in selected stores with customers and their dogs invited to visit, shop and access some festive perks, including a gift with purchase and an exclusive discount on White Stuff’s Christmas dog jumpers.

The campaign was developed by the in-house team, with creative agency Weirdo developing and creating the Walkies in a Winter Wonderland film.