If there’s one thing Northern Irish people love, it’s a wee bargain. Since its launch in 2015, SPAR’s ‘12 Deals of Christmas’ has amassed a loyal following of bargain-lovers up and down the country, who eagerly await the annual festive offers. We’re pleased to say that so far, our 2022 campaign is outperforming every other year to date…
The Challenge
Our challenge is to build on the success of previous years, producing a campaign that feels fresh and compelling, with enough cut-through to stand out at the busiest, noisiest time of the year.
With all households in Northern Ireland feeling the effects of the cost-of-living crisis, money and budgets were now dangerously hot topics. So, with a campaign that is always focused on saving money but is also traditionally funny and light-hearted, we had to be careful to strike the right tone for our audience.
Our Approach
Moving away from the familiar territory of upbeat, feel-good 12 Deals campaigns, we leant into a more deadpan humour and created a concept based around the idea of stockpiling. For example, we produced a garage filled with Kittensoft toilet roll, a bed sitting above hundreds of cans of Coca-Cola, a Shloer Christmas tree and a throne made entirely of Walker’s crisps – suggesting that this year’s SPAR deals were so good, that customers might get a bit carried away!
Last year’s 12 Deals campaign was the most successful on record, with the first week being the best performing week since the campaign launched. The 2022 campaign, however, has delivered an increase of 50% year on year on the same product/week.
We’re currently at the mid-way point of the 2022 12 Deals campaign, and the sales figures represent 85% of the 2021 campaign’s total sales figures. This is brilliant news for us at Genesis and also for our client, SPAR NI. 12 Deals 2022 is already on track to be another record year!
