Meijer and The Distillery Project Watch a Tree Grow in a Touching Holiday Campaign

By Kyle O'Brien 

The joy of having a Christmas tree is stretched out over several generations in a new ad for Midwest retailer Meijer by longtime AOR The Distillery Project.

The spot highlights the value of family and the lasting memories and traditions created over time.


The ad opens with kids planting a small fir tree in the front yard with their grandfather. “Grandpa, will this be our Christmas tree?” the little boy asks, to which he gets the reply, “Someday.” The ad follows them through the decades, and each time the kids ask about the growing tree, the grandfather says the same succinct thing. As the children return with kids of their own, they decide it’s finally ready and decorate the tree in the yard with ornaments from Meijer as the grandfather looks on proudly.

“It’s no secret that the holidays last year were a little short on spirit. They forced us to reflect on what’s truly important—the people and the traditions we hold so dear,” Kristi Neitzel, creative director at TDP said in a statement. “This spot is really about holding tight to our most wonderful memories together and ensuring they live on for generations to come.”

The broadcast TV, streaming video and social campaign will run throughout the Midwest through Christmas Day.


Client: Meijer

Agency: The Distillery Project

Founder/CCO: John Condon

Founding Partner/CSO: Ben Kline

Head of Operations/Partner: Kim Tanner

Head of Production/Partner: Nik Traxler

Creative Director / Copywriter:  Kristi Neitzel

Creative Director / Art Director: Phil Jungmann

Producer: Brenda Cortés

Business Affairs Manager: Bonnie Kalaf

Production Studio: Smuggler

Director: Jamie Rafn

Executive Producer: Drew Santarsiero

Producer: Catalina Restrepo

Director of Photography: Justin Gurnari

Production Designer: Ben Bolton

Editorial: Rock Paper Scissors

Editor: Adam Pertofsky

Assistant Editor:  Erin McCaffrey

Producer: Janae Abraham

Head of Production: Dre Krichevsky

Executive Producer: Shada Shariatzdeh

Post Production: a52

Head of Production: Stacy Kessler-Aungst

Executive Producers: Patrick Nugent & Kim Christensen

Managing Director:  Jennifer Sofio Hall

Producer: Maura Murphy

VFX Supervisors: Andres Barrios, Stefan Gaillot

Flame Artists: Chris Riley, Michael Vaglienty

Color Co.: Primary

Producer: Diane Valera

Colorist: Greg Reese / Primary

Music: JSM

CEO/CCO/Co-Composer: Joel Simon

VP/Executive Producer: Jeff Fiorello

Co-Composer: Vlad Berkhemer

Producer: Norm Felker

Producer: Andrew Manning

Producer: Sharon Cha