The festive season is almost here, and SPAR’s new campaign, “A Christmas Like No Other”, is bringing us all the holiday joy and a whole lot of laughter.
South Africa (29 October 2024) – Christmas may feel far off, but with just eight weeks to go, shops are already decking the halls, and Mariah Carey and Michael Bublé are nearly defrosted, ready to serenade us through the season!
As we gear up for the festivities, nothing sparks that warm holiday feeling like a good Christmas advert. While many of these campaigns come from abroad, SPAR has delivered something refreshingly local this year with “A Christmas Like No Other”.
The campaign beautifully captures the spirit of a South African Christmas, weaving together tradition, community, and affordability – and it’s already giving us all the laughs and festive feels we could hope for!
In “A Christmas Like No Other”, SPAR doesn’t just celebrate the festive season; it celebrates the rich diversity of traditions and communities across South Africa. Recognising the economic pressures many families face, SPAR has built a campaign that’s all about creating special, memory-filled moments without breaking the bank. For families who are watching their budgets closely, SPAR aims to keep the magic alive through their range of affordable, quality products that enable every family to have an unforgettable festive feast.
“As we’ve seen throughout the year, consumers are still very budget-conscious and are looking for the best grocery deals. Delivering value has never been more important, and SPAR stores are uniquely positioned to help customers celebrate the festive season while honouring their unique community Christmas traditions, all without breaking the bank,” shares Keegan Alicks, National Marketing Executive at The SPAR Group.
At the heart of this festive story is Barry, a character from the UK who finds himself celebrating a “Christmas Like No Other” in the sunny Karoo. The commercial follows Barry as he exchanges the frosty English winter for a warm South African summer Christmas. From the moment he arrives, greeted by sunshine, children’s laughter, and an inviting local family, Barry’s festive expectations are delightfully turned on their head. Gone are the chilly, fireside gatherings, and in their place are vibrant South African traditions: backyard braais, potjies, and the camaraderie of a cricket game under the sun.
It’s a charming blend of local flavour, as Barry swaps turkey and stuffing for South African classics like gammon, boerewors, and chakalaka. He learns that the spirit of Christmas isn’t in the setting – it’s in the shared laughter, the warmth of family and friends, and the unique ways people celebrate together.
As Keegan Alicks puts it, “The contrast between Barry’s expectations of a traditional Christmas and the sunny, outdoor celebrations of his host family demonstrates the diversity and beauty of Christmas traditions and how they can differ from country to country, or from family to family. This campaign is about celebrating those differences while bringing families and communities together in the spirit of generosity.”
Watching Barry transform from an outsider to a fully invested participant in the South African way of celebrating is both heartwarming and humorous. Whether he’s splashing in the pool on Christmas Day, diving into malva pudding and ‘snow balls,’ or attempting to speak the local lingo, Barry’s journey showcases the warmth and joy that SPAR is bringing to this season.
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SPAR’s commitment to making Christmas accessible for everyone goes beyond the lightheartedness of Barry’s story. The campaign highlights SPAR’s focus on affordability, from locally sourced produce to their well-loved house brand products, ensuring that every family can have a festive meal without overspending.
“With rising living costs, many consumers are looking for ways to stretch their budgets without compromising on the quality of their festive celebrations,” Alicks notes.
“Our house brand products are among the most affordable in the market, allowing customers to get more for less. Whether it’s restaurant-quality meat, fresh produce, pantry essentials, or Christmas treats, SPAR ensures that every family can enjoy a Christmas feast filled with their favourites.”
For shoppers looking for additional ways to save, SPAR’s Rewards card offers access to monthly deals and promotions, making it easier to shop without sacrificing quality. And for even greater convenience, SPAR2U allows customers to receive their favourite products directly to their door, maximising savings and minimising holiday stress.
“Our Rewards card isn’t just about discounts – it’s about helping our customers enjoy more of what they love while staying within their budgets,” adds Alicks.
SPAR’s message is simple but impactful: that Christmas is about shared traditions, laughter, and the people who make our lives special. Their commitment to value, community, and celebrating the diversity of South Africa’s Christmas customs reinforces their role as a cherished part of so many households.
“Our goal is to bring people together by offering exceptional value and service, while also recognising the rich tapestry of traditions that exist across South Africa,” Alicks says. “We want to be more than a place to shop – we want to be part of the Christmas story in each community and every family, offering products that make the season special for everyone.”
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