Dive Brief:

• Banana Republic today debuts its seasonal campaign titled "Love Present," according to an announcement. The campaign, which is the brand's first to broadcast on national TV since 2005, will air on CBS, E!, Bravo and other channels.
• The holiday creative features people in "authentic relationships," including couples and families, wearing Banana Republic's outerwear, cozy knits and other items from its winter collection. As part of the effort, the brand will also donate $10 from the sale of each sweater, up to $25,000, to Feeding America and give $35,000 to CARE, a nonprofit addressing poverty and advocating for women and girls.
• Banana Republic's push for comfortable clothes is driven by changing consumer patterns and more time spent at home, Mike Janover, head of marketing for the brand, said in the press release.

Dive Insight:

Banana Republic's holiday campaign celebrates families spending time at home and includes a charity element as the coronavirus pandemic continues to affect daily life broadly and retail marketing at large, especially in advance of the key holiday season. To put its return to national TV advertising in context, the brand's leadership said they felt it's the right time to showcase the range of products it has available to a broad spectrum of consumers, Janover said in the announcement.

The brand's holiday push comes a day after that of parent company Gap, which has taken a similarly positive approach to its seasonal marketing. This holiday season will be key for both brands, as Gap has faced steep losses during the pandemic, reporting an operating loss of $1.2 billion in June. The early holiday push — which usually doesn't start until November for Gap — could help the brands get in front of consumers as they prepare for an unpredictable holiday shopping season.

Feeding America's collaboration with Banana Republic stemmed in part from the pandemic-induced recession, Lauren Biedron, vice president of corporate partnerships at Feeding America, noted in the press release. Other brands, including Michelob Ultra, Hormel and Lay's, have similarly tied their marketing efforts to coronavirus-related charitable giving, as well. These efforts have become de rigueur as the health crisis continues to affect the economy, a move that also builds goodwill for deep-pocketed brands taking tangible action.

Banana Republic's holiday campaign isn't the first time the company has promoted its products with an artistic aesthetic and a noble cause. Before the COVID-19 pandemic forced retailers to close most stores, the brand introduced its "Color-Full" ad in celebration of Black History Month in late January.