Waitrose has highlighted the work the supermarket does for charities and local communities in its Christmas ad campaign.

The advert, which premiered on Saturday night, starts with a young boy shopping with his mum and choosing a charity to support with his green Waitrose token.

Since its launch in 2008, the green token scheme has donated £14m to thousands of local charities.

“I hope this ad will remind people that putting their green token in the Community Matters box can help their community in simple, heartfelt ways that can make a real difference,” said Waitrose marketing director Rupert Thomas.

The ad also shows a group of 40 pensioners at St John’s church hall in Hythe in Hampshire tucking in to a roast gammon lunch donated by Waitrose. Staff from the supermarket are shown serving food.

Last year’s Christmas campaign also focused on the supermarket’s charity work. The ad showed Delia Smith and Heston Blumenthal standing next to a Waitrose charity appeal box.

Because of the low-budget nature of the ad and the fact the celebrity chefs waived their fees, Waitrose was able to give £1m to charity, the supermarket said.

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