Varta Consumer Batteries is launching a £1 million Christmas campaign which aims to reach a UK audience of 22 million over the season.

The campaign will be lead by a multi-channel TV advert, which will air for the first time on November 22. 

The ‘Max and the Train’ advert shows how German-made Varta batteries have been used at Christmas time for many decades. 

Natalie Carney, trade marketing manager at Varta UK & Ireland, said: “The significant investment we have put into this campaign reiterates our commitment to the UK market. The Christmas period is a competitive time for advertising but, as a challenger brand, we’ve not been afraid to tell our story and come up with a creative that will really resonate with consumers. The advert is designed to raise awareness of the brand in this key trading period, highlight our current stockists and act as a handy reminder to shoppers to stock up on batteries so they can continue to power their own Christmas moments.”

Nick Burton, creative director at Refinery, said: “With Max and the Train, we’ve created a story that goes against category convention. We’ve done this by showing the emotional side of the product, demonstrating that, over the years, this is a brand that’s helped provide a great number of lovely family moments. Moments we hope will resonate with viewers.”

Lee-Anne Salisbury, business director at Vizeum Manchester, said: “TV provides Varta with the perfect platform to build brand fame and engage with families at scale, with competitor activity traditionally strong around Christmas, it is essential that we communicate Varta’s strong brand values by deploying a highly visible campaign with a message that resonates.”