Variety campaign via Multiplied reveals Kiwi Kids’ Christmas wishes

Variety, a children’s charity, has released a 2023 Christmas campaign, created with agency Multiplied, inspired by actual letters to Santa highlighting the children’s simple wish for a delicious food to bring the Christmas spirit.

The campaign features a fifteen second video piece, ‘Joseph’s Letter,’ which captures the innocence of a child writing a letter to Santa filled with hope, while the message carries the weight of their essential need for food. Out of home and digital displays showcase multiple letters to Santa, all genuinely penned by children.

Aaron Taylor, Creative Partner at Multiplied says: “The story of Joseph’s letter, which was found by his mother tucked away in his school bag for over two years, reveals how something as simple as a pavlova can be taken for granted at Christmas. Reading these letters from Variety kids, we felt the need to bring them to light, and encourage others to help our kids in need this Christmas”.

Marnie Fleming, Fundraising and Marketing Director at Variety says: “The cost-of-living crisis gripping New Zealand is making a simple Christmas meal a distant dream for many Kiwi families. At a time when meals should feel special, especially for children, a humble festive dinner has become an unattainable dream for too many families. With the help and generosity of Kiwis, Variety aims to empower and enable our families to grant their child’s simple wish for food, ensuring a magical Christmas for all.”

People can donate at varietychristmas.org.nz to give the gift of food.


Client: Variety NZ

Fundraising and Marketing Director: Marnie Fleming

Individual Giving Manager: Sarah Crisford

Agency: Multiplied

Creative Partner: Aaron Taylor

Creative Director: Smeta Chhotu-Patel

Design Director: Reuben Hannaford

Copywriter: Kieran Beck

Strategic Partner: Troy Fuller

Client Services Partner Tom Roydhouse

DOP / Director: Gregoire Aubourg

Lighting: Fraser McKay

Post Production / Audio: Boxcutter

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