In a unique twist on traditional Christmas advertising, Spar is bringing convenience and cheer to the festive season with its innovative campaign.
During a time when many supermarkets are crafting expansive cinematic advertisements for Christmas, Spar has opted for a more humorous and practical approach. Their campaign is designed to focus on the convenient availability of essential items often forgotten during the festive rush, such as cranberry sauce and appropriately sized roasting trays. This strategy not only highlights Spar’s role in easing last-minute holiday stress but also emphasises affordability amidst ongoing economic pressures.
Spar’s “Big Deal” campaign is gaining attention by offering significant savings on items essential for holiday preparations. Sarah Ellis, the marketing director at Spar, explains the dual focus of the campaign: delivering affordable treats to customers while spotlighting crucial yet easily overlooked products. She highlights the importance of these offers in the context of a cost-of-living crisis, aiming to provide value without straining budgets.
An interesting facet of Spar’s holiday drive is their collaboration with Roy Wood, celebrated for his role in the classic Christmas song ‘I Wish It Could Be Christmas Everyday’. He plays a central role in Spar’s initiative to bring festive joy into their stores. By integrating Wood into their marketing, Spar adds a touch of nostalgia and excitement, engaging customers across different age groups.
The initiative extends beyond mere advertising. Spar revives its “Spar-aoke” event, previously popular during the Euros, to invigorate the shopping experience. This event invites shoppers to participate in karaoke within store premises, providing not just entertainment but also opportunities to win prizes including a significant festive shopping haul. This interactive element, according to Ellis, has succeeded in fostering a lively and joyous atmosphere in stores, enhancing the overall shopping experience.
Moreover, Spar’s campaign underlines their commitment to community values. Their stores remain among the few open on Christmas Day, offering a critical service for last-minute essentials. Ellis points out that Spar views its customers as neighbours, not just consumers, reinforcing the brand’s deep-rooted presence within local communities.
Spar’s Christmas strategy showcases their commitment to customer convenience and community engagement. By blending essential holiday shopping with interactive fun, they have crafted a distinctive festive campaign that resonates with practical needs and holiday spirit.
