Henderson Group is marking a major investment into an all-new festive value campaign, with a commitment of £8m across promotional pricing, shopper savings and marketing support for over 500 stores.
This includes a major new festive promotion, 40 Big Deals of Christmas, which builds on the success of the much-loved and anticipated 12 Deals of Christmas, which has been running for over a decade. It recognises the cost of living pressures on shoppers, which can weigh even heavier with additional financial pressures around Christmas.
Group marketing director, Desi Derby, said the 40 Big Deals of Christmas will bring shoppers even more opportunities to save in the run up to Christmas, delivering high demand products at value prices, while creating even more sales opportunities for retailers.
“Our major Christmas campaigns are designed to help shoppers manage the cost of the festive season, while giving local retailers a strong value-led platform to grow footfall, basket and trolley spend, providing seasonal engagement in the lead up to and during the final quarter of the calendar year.
“12 Deals of Christmas outperformed the market for the past 10 years, and this year, we’ve sharpened the proposition with 40 Big Deals, from family favourites to every day essentials, giving our retailers a strong opportunity to stand out during their busiest trading period of the year.”
To engage with shoppers even further, Henderson has teamed up with local comedian and musician, Emer Maguire, to sprinkle seasonal magic across the campaign through comedic songs, poems and prose to bring 40 Big Deals of Christmas to life.
Joyful voice
Derby added: “Emer brings a distinctive and joyful local voice and spirit to the campaign, and has worked with our brand teams to create original rhymes and jingles, social shorts and creative advertising which will be seen and heard across broadcast channels, plus additional activations to further engage consumers with our brands.”
40 Big Deals will run alongside additional initiatives from September to December to fulfil the brands’ value on your doorstep promise including Tesco Price Match in EuroSpar and ViVOXTRA stores, Spar’s Brand Switch & Save and hundreds of promotions every week.
The campaign kicks off on Monday (31 August) with four high-value everyday products - Denny Big Value Ham (360g, half price at £2.50), Coleraine Medium Cheddar Cheese (350g with a saving of over a third at £2), Coleraine Medium Cheddar Grated (340g, less than half price at £2) and Heinz Baked Beans (415g four-pack at half price of £2).
Throughout the campaign, shoppers can also look out for Big Meal Deals packed with fresh products, family favourites and vegetables, making “it easier to put good-value meals on the table throughout the festive season,” Henderson concluded.
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