H. Samuel to ‘Unwrap the Sparkle’ with new Christmas campaign


Leading UK high street jeweller, H. Samuel, is celebrating the start of the festive season with a new multi-channel Christmas campaign. 

The creative concept was devised by Bulletproof, with media planning and buying by Bountiful Cow. 

‘Unwrap the Sparkle’ breaks today on Channel 4 alongside Hollyoaks and Made in the 80s and also includes an array of regular family favourites across E4, Dave, ITV2, ITVBe and Sky channels, in addition to a range of films in the run up to Christmas with supporting press and social media activity.

H. Samuel Christmas ad

The 30-second TV spot begins with a glimpse of the presents under the Christmas tree. 

The shot pans out to reveal a large extended family sitting around the Christmas tree as they begin to pass around the presents. 

Each gift is unwrapped to reveal a piece of sparkling H. Samuel jewellery, from a gold chain, a watch, and even a ring, as a surprise proposal takes place beside the tree. 

The creative demonstrates the range of gifting options available at H. Samuel and the broad appeal the jeweller has across generations of family.

Bountiful Cow devised a multimedia strategy that aligns with the moments that mean the most to people at Christmas. 

TV media also aligns with programmes that over-index for co-viewing, to provide inspiration and discussions that influence the decision process. 

This draws on the insight that the people you watch Christmas programmes with are also likely to be the people you will be spending Christmas day with.

TV is supported by a broader campaign across print, digital, and social. This year also sees H. Samuel using Instagram to promote influencer content to connect with a fashion loving female audience. 

It is also the first time H. Samuel has lengthened their Christmas campaign, starting one month earlier to prime the market ahead of Black Friday and Cyber Monday and extending their presence in the run up to Christmas to help capture those last-minute shoppers.

Gillian Connor, Head of Brand and Marketing at H. Samuel, said: “This campaign is a step change for our brand as we look to extend our reach and connect with new audiences this Christmas. 

“From diamond and gold jewellery to designer watches at great value prices, we are ideally placed to support our customers through these extremely tough times, helping them to treat their loved ones with stylish affordable gifts.”

Adam Foley, CEO at Bountiful Cow, said: “H. Samuel is a properly iconic brand, still a high street favourite and part of people’s lives after 160 years of trading. 

“We’ve reinvigorated our media plan with a greater focus on giving the brand the stature it deserves, while making sure we’re driving sales by being present (no pun intended) across lots of channels with gift ideas all the way into the big day itself. 

“I’m really excited to see the results.”