Tayce x ASDA Christmas Campaign

In November 2024, Tayce joined ASDA’s Christmas campaign as the voice and character behind Gnicky, a glamorous drag queen gnome and one of the five central characters in the supermarket’s festive campaign. The animated campaign followed the Gnomies as they came to the rescue of an ASDA store preparing for Christmas, with Gnicky bringing her signature fashion and personality to the story. ASDA described Gnicky as a “fabulous drag artist and fashionista”, while the campaign quickly gained attention across social media.

The campaign was picked up by publications including PinkNews, which highlighted Tayce’s appearance as the first drag queen to feature in a festive advert for a major supermarket. The campaign subsequently grew beyond the original advert, with ASDA reporting more than 25 million social media views by the end of November and continuing to build the Gnomies into a wider Christmas activation. For Tayce, the campaign represented another step in bringing drag into mainstream advertising and entertainment, placing a drag character at the centre of one of the UK’s biggest seasonal advertising moments.