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Oddbins announces quirky #WhatTheFox Christmas campaign

Published:  10 November, 2015

Oddbins, the award-winning high-street drinks chain, has launched its Christmas campaign.

The off-beat campaign, which includes online video, celebrity charity auctions and a range of competitions, is running under the hashtag #WhatTheFox.

Each Oddbins store will feature a three-foot tall, hand-made fox in its window.

Five of the foxes have been adopted by celebrities. Those five will be auctioned on eBay from December 1.

The winner of each auction, together with four guests, will be invited to a wine tasting with the celebrity owner of the fox. The wine tasting will be conducted by Oddbins' wine buyer, Ana Sapungiu.

The winner will also take home the fox.

The money raised from the auction will go to a charity of the celebrity's choice.

Celebrities involved include Olivia Colman, Greta Scacchi and Sir Ian Botham.

Other promotions include the opportunity to win a weekend in Champagne by finding fox tokens hidden in-store.

The company has created an online video for the campaign, which can be viewed here.

Ayo Akintola, Oddbins managing director said: "We want our customers to give a fox about the quality and value of what they drink over the festive season and in the process raise thousands of pounds for charities.

"Our buyers are like foxes - they need to be cunning to discover the best and most stylish wines at the best price points throughout the whole range."

"Our video was made on exactly 0.001% of the budget of this year's John Lewis Christmas advert.

"It won't pull on the heartstrings, the message is totally different, you won't be sick of hearing the song by the start of December and it won't trigger a national debate about British culture.

"Other than that they are very similar," he added.

The rest of the foxes will be sold through a silent auction at each store in the new year.

The foxes themselves have been made by Bath-based start-up Wild & Wool.

Oddbins won Best Specialist Drinks Retailer at the Harpers Wine & Spirits awards this year.