Celebrity Influencer Case Study: One4all Martine Mccutcheon Christmas Gifting Campaign

A PR campaign to help families overcome Christmas stresses ahead of December 25th. We made Martine McCutcheon, One4all’s Christmas Agony Aunt to resolve the nation’s festive dramas in time for Christmas.

The brief

One4all Gift Cards, the leading multi-store gift card, has been a client of PR Agency One since 2015.

As the brand’s biggest and most key sales occasion of the year, it is crucial that we drove brand awareness, understanding and crucially sales during the golden quarter, leading up to the Christmas period.

The brand wanted a multi-channel campaign which would work across both the UK and Irish market, and tasked us with masterminding the creative direction and strategy across both territories.

Our campaign

Our campaign focused on the family dramas that most commonly occur at Christmas time, highlighting that despite all the stress in the build-up, it’s all worth it, in the end, to spend time with loved ones at the most cherished time of the year. It also encouraged people to minimise stress – including buying more convenient gifts.

Timed with Love Actually’s 20th anniversary, we worked with the film’s star and Eastenders drama queen, Martine McCutcheon, to bring the campaign to life.

We directed a series of videos, both positioning her as One4all’s Christmas agony aunt, in which she gave out advice to members of the public on their family Christmas dramas, and recreating scenes from Love Actually with a One4all twist.

We also arranged exclusive interviews with Martine in the national media, securing coverage in the Daily Mail, Daily Mirror & Irish Mirror, MSN, Virgin Radio, and OK Magazine.


Total pieces of coverage: 908

Total pieces of national coverage: 15

Number of TV placements: 3 including GB News (>2,481,000)

Total combined reach: >238,384,932

An audio feature was recorded & distributed to broadcasters to ensure the key messaging was delivered. This secured a further 762 pieces of coverage across 190 stations.

Total pre-recorded audio package reach: >4,618,433

Total combined number of stations: 22

If you like the look of this Christmas PR campaign take a look at what we did for One4all in previous years, including working with John Torode to recognise the sacrifice of key workers.

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