Gala wanted to bring its brand into the Christmas ad conversation for the first time. Given Gala’s budget was just €60,000, which was very small compared to their competitors’, we strategically wrote the piece with our focus on a small story with plenty of heart rather than large set pieces. This resulted in a story centring around a young girl who, with the help of her father, tries over and over again to recreate her late mother’s famous Christmas Cake recipe. With each new baking attempt she takes another trip to Gala, highlighting that Gala may not be your main shop but it will always be there for you to quickly pop by for those last minute necessities.

​We created “The Recipe” to look and feel like a short film piece, as opposed to an ad, with everything from look and feel to length. Because viewers online can hit “Skip” at any moment, this entertainment-first approach meant it could live securely online and attract more viewers. This also meant that we left off any hard-sell, in store shots, or graphics throughout, and instead, opted to effortlessly ingrain the Gala branded bag and products within the film and the story.

Across the Christmas season the ad was viewed more than 750,000 times alongside a total of 5 million impressions.