Explaining the rationale behind the campaign, James Sene, Chairman, 11Onze said, “Right now, we are living through uncertain times. We are facing rampant inflation, a depreciating euro and war in Europe. In these times, where there is uncertainty about the future of fiat currencies, we believe investing in gold is the right decision. As a gift, it will not lose value over time and can be converted into cash quickly. At 11Onze, the option of buying gold coins starts at €220. It makes a great gift - value of which, will only appreciate.”

As history has shown, the rise in interest rates in the early 1970s was no obstacle to the appreciation of gold: it went from less than £18 per ounce when interest rates were 6% to more than £40 when they rose to 13% in November 1974.

Since the suspension of the Bretton Woods agreements in 1971, which meant abandoning the gold standard, the sum of banknotes and commercial bank credit has increased more than 30-fold, which is equivalent to its devaluation. Gold, on the other hand, has seen its value increase 38-fold. In fact, since December 2015, gold has appreciated by more than 40% against the euro.

Borrowing some magic from Roald Dahl’s Charlie and the Chocolate Factory, 11Onze offers its buyers a Christmas card and a personalised gold ticket that certifies gold purchase along with the coins.

Antony Mata, Director of Content and Media, 11Onze, who is leading the campaign said, “The 11Onze gold banknote connects directly with the fantasy created by Roald Dahl in the novel ‘Charlie and the Chocolate factory. There, children who found the golden ticket inside the chocolate bar were invited to visit the chocolate factory of the bizarre Willy Wonka. The 11Onze gold ticket will not be used to take any children to meet the Oompa Loompa, but it will ensure that they have gold for tomorrow’s future.”

The campaign runs until 6 January.