Bad taste or hilarious? Social media debates risqué Poundland Christmas campaign

A Poundland social media campaign featuring a Christmas elf in a series of risqué poses, has been met with a mixture of mirth, intrigue and criticism for its sexual nature.

This story was updated on Thursday evening to include a comment from tea brand Twinings.

The campaign, focused on the Elf on the Shelf product, has involved a number of eye-catching posts in recent days:




Some social media users have criticised the posts in the campaign, entitled 'Elf Behaving Badly', in particular the most recent one involving tea brand Twinings.




 Others have seen the funny side:



Twinings has since distanced itself from the campaign, tweeting:

In a statement, Mark Pym, Poundland marketing director, said: ‘If you think there’s been a mixed reaction you just haven’t seen the love on Facebook. It’s overwhelming. That’s because it connects with our shoppers. In fact, we’re proud of the campaign that has cost £25.53 and is being touted as the winning marketing campaign this Christmas."

The campaign was devised internally at Poundland. One Green Bean handles PR for the retailer.

Subscribe today for just $116 a year

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free