Genesis teamed up with SPAR UK to sprinkle a little Christmas magic into your shopping without squeezing your wallet. With the cost-of-living crisis playing Scrooge, we wanted to make sure you could still enjoy the most wonderful time of year without worrying about the price tags.

The Ask

Let’s face it, Christmas 2023 was always going to be tough on the purse strings. So, SPAR UK asked us to craft a campaign that would reassure shoppers that their neighbourhood SPAR would be stuffed with great deals throughout the festive period.

The Challenge

We had to drive in-store footfall and basket-spend in a way that would reinforce SPAR’s position as a helpful, community-focused brand. We also had to make sure the campaign stood-out among the sea of festive marketing messages.


The creative delivered on pre-campaign insights: that shoppers are hard-pressed financially, but still want to make Christmas a big deal for themselves and their loved ones. We had to tap into this sentiment if we wanted to resonate with our audience on an emotional level, which would build a stronger bond between SPAR and its shoppers and help deliver our value messages.


We made ‘SPAR makes a big deal of Christmas’ our creative platform to help capture that feel-good festive sentiment and introduce our ‘big deals’.

Beautiful animations saw Santa delivering oversized products to SPAR stores. But the big man still needed a big voice. Cue Brian Blessed! We got one of the UK’s most beloved actors to provide an iconic voiceover for old Saint Nick. Brian was incredible to work with and just as delightfully sweary as we’d hoped.

Our elves then crafted flexible campaign assets that worked as snazzy social videos, digital ads, point-of-sale and much more.