Costcutter Supermarkets Group has got into the festive spirit with the launch of its largest-ever Christmas campaign, ‘Bringing Christmas Together’.
Building on CSG’s ‘Bringing Summer Home’ campaign, the promotion includes sponsorship by Mondelez and Burtons Biscuits. Running from October through to next January, it focuses on “bringing friends and families together through great food and drink over Christmas and New Year”.
Bringing Christmas Together includes national press and TV advertising, along with consumer leaflets showcasing the range of products and offers available. These are supported in-store by a full suite of high-level POS, full gondola end kit, recipe cards and wipe-clean shelf barkers for staff to recommend products. The Costcutter website also features a full Christmas campaign page with recipes on sharing snacks and meals, leftover ideas and cocktails, as well as expert advice on food and drink pairings, and a fun seasonal game. Costcutter’s social media channels are also giving shoppers recipe inspiration and top tips on seasonal solutions.
The product ranges and promotions have been carefully put together to cater for the individual shopper personas identified in CSG’s Shopper First research programme and to meet the specific needs of individual local stores.
Key product lines this Christmas include a range of party food and a complementary selection of beers, wines and spirits. With a 7.3% increase in savoury party food sales in 2017, this year’s collection has been expanded to include Co-op brand items such as gluten-free cocktail sausages wrapped in bacon, whisky-flavour smoked salmon and free-from salted caramel profiteroles with chocolate sauce.
With BWS a key footfall driver, alongside the traditional Christmas tipples of wine and fizz, CSG is also offering an extensive range of craft beers and ciders, as well as a range of gins and whiskies to tap into a boom which saw gin sales increase by 33% and whisky by 11% in 2017.
