The campaign will also be shown in cinemas, television advert breaks, video on demand platforms and catch up services. In a media and industry first, a set of bespoke Edgar Animations have been created to appear throughout December, within ITV editorial and programme announcements, showing him getting excited about some of the biggest Christmas TV moments in 2019. This will be supported with other activity across social media and John Lewis Partnership websites. A behind the scenes film will also appear on the ITV Hub.
Customers will be able to enjoy the story of Edgar with a selection of Edgar themed products in both Waitrose & Partners and John Lewis & Partners shops this Christmas.