Henderson Group launches festive deals for retailers
Bronagh Henderson, marketing manager at Henderson Group is pictured with Laura Matchett and Sean Hugh from the community ukulele players, Ukulele Belfast Jam who feature in the TV ad campaign for this year’s 12 Deals of Christmas initiative, set to lift sales and drive footfall for retailers in the lead up to Christmas. Also pictured is director of the commercial, Zak Razvi.
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 kicked off on September 30, saw 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.
“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,” said Paddy Doody, sales & marketing director, Henderson Group.
“We have invested £2m 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 will run through TV and radio advertising, PoS kits, digital media, outdoor and leaflet drops, as well as external signage.
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.
* if every product is purchased at reduced price, compared to every product purchased at full price.