Spar has taken a unique approach to Christmas advertising, focusing on convenience, value, and festive cheer rather than high-budget productions.
As the UK’s supermarkets unveil their elaborate Christmas advertisements, Spar has chosen a different path that emphasises practical yet joyful shopping experiences. The company’s Big Deals campaign returns, highlighting essential yet often overlooked items needed during the festive season. According to Sarah Ellis, AF Blakemore & Son’s group marketing director, this initiative aims to offer great prices on essential products amidst the cost-of-living crisis, while adding a touch of festive fun with the inclusion of Roy Wood, famed for ‘I Wish It Could Be Christmas Everyday’.
This year’s strategy not only promotes affordability but also showcases the importance of ‘don’t forget’ items crucial for a smooth Christmas celebration. Ellis points out how these small details, like having the proper kitchenware or cranberry sauce, can make a difference in holiday hosting. Spar leverages sales trends data to identify such items, ensuring their stores, which remain open on Christmas Day, provide solutions to last-minute needs.
Ellis stresses that convenience at Spar extends beyond their widespread locations. The company embeds itself within communities, operating under the philosophy that shoppers are neighbours rather than just customers. By spotlighting everyday items like kitchen foil as festive essentials, Spar aims to remind consumers of the ease and satisfaction in their neighbourhood store.
Adding a festive twist, Spar has reintroduced its Spar-aoke initiative. Initially successful during the Euros, this in-store event invites shoppers to sing for a chance to win prizes. Roy Wood’s involvement adds a nostalgic touch, bringing his iconic song to life within the store. Ellis enthuses about the positive reactions from shoppers, even younger ones who recognize Wood’s influence, illustrating his timeless appeal.
Whether it’s sourcing last-minute necessities or partaking in festive fun, Spar positions itself as a convenient ally for the festive period. The Big Deals campaign, coupled with Spar-aoke, encapsulates the brand’s commitment to community engagement and customer satisfaction.
Spar’s approach this Christmas demonstrates a thoughtful balance of practicality and festive cheer, reinforcing the brand’s role as a reliable community partner.
