When the pandemic challenged the position of Boots as a destination for Christmas gifts, the retailer utilised its 'With You. For Life' purpose to transform its festive advertising. With a strategy and creative platform built on a more accessible, distinctively Boots version of' Joy', the brand developed a consistent approach that could flex to the nation's changing mood in different years. The brand cut through versus its competition, recruited new shoppers, drove up value share by +3.7ppts, and increased its return from marketing, which in 2023 peaked at £3.68 profit for every £1 invested.