SPAR, EUROSPAR, ViVO, ViVOXTRA and ViVO Essentials retailers in Northern Ireland are on festive song this month, as Henderson’s annual 12 Deals of Christmas initiative returns for its fourth year.
This year, the retailer will serenade its shoppers with details of each deal over the course of 12 weeks with a fully integrated digital and broadcast campaign.
Week one, which kicks off w/c 30th September, will see local ukulele group Belfast Ukulele Jam belt out the deal across TV screens with their tongues firmly in cheek.
The ads have been developed with Belfast agency, Genesis, and will accompany a series of humourous content to be fed across all SPAR, EUROSPAR and VIVO branded social media over the next three months, in the run up to Christmas.
The Group has invested £500,000 in this year’s 12 Deals of Christmas initiative, which was launched in 2016 as a way for their retailers to draw in Christmas shoppers with unprecedented deals, revealed as some of the biggest grocery brands each week.
Paddy Doody, Sales & Marketing Director at Henderson Group says it has propelled their retailers’ festive sales in previous years; “The 12 Deals of Christmas initiative has become a huge success for retailers across the board, with most experiencing their biggest uplift in sales thanks to each promotion in that quarter in previous years.
“We have invested £2million in this campaign across four years as we know it works for our retailers who are providing a collective saving of up to £30 across festive essentials with all the deals combined*.”
This year, the award-winning initiative is poking fun at itself with creative that says, “we know it’s early, but these deals are too good to wait” and will run through TV and radio advertising, POS kits, digital media, outdoor and leaflet drops as well as external signage.
Paddy continued; “We go all-out as it is an important time for our retailers. More and more consumers are choosing to do basket shops, freeze their goods and save as early as possible for the busiest and most expensive time of the year, so we want to enable our stores to provide for those shopper demands.”
The campaign will also have elevated visibility across all brands’ social media platforms, where each deal will be revealed first for shoppers.
Each deal will be available, while stocks last, for one week in all participating SPAR, EUROSPAR, VIVO, VIVOXTRA and VIVO Essentials stores and supermarkets across Northern Ireland.
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