Costcutter calls for local Christmas

26 November 2020

Costcutter Supermarkets Group (CSG) has launched its festive campaign, ‘Shop Local This Christmas’, with a firm focus on value and local communities, which aims to help the groups independent retailers engage shoppers, drive footfall and focus on the benefits of shopping locally this Christmas.

The campaign will build throughout the festive period beginning with great value deals and promotions on key seasonal products. Alongside this is a dedicated shopper website* that features festive recipes and blogs, as well as links to help shoppers find their nearest store. From 1st December, the campaign, will also give shoppers the chance to win vouchers and prizes through an online calendar-style game, sponsored by Mondelez.

The festive themed game will see CSG build on the success of previous gamification-focused promotions.  CSG’s summer promotion - which was an integrated marketing campaign with a major focus on gamification, achieved CSG’s highest ever levels of shopper engagement, with 400,000 registrations and helped to drive a 124% increase in visits to the store finder page on the main CSG website.

CSGs independent retailers will also be in with a chance of winning vouchers in a prize draw, by sharing images of how they are supporting their local communities this Christmas and creating in-store theatre for shoppers to add to the Christmas spirit.

Commenting on the launch of the Christmas campaign, Sean Russell, CSG marketing director said, “Our integrated campaigns are proving to be a winning formula for our retailers and our Christmas promotion will feature all the most successful elements.”

“This year, more than ever, we want to help our retailers by not only highlighting the convenience of their stores, but also the great ranges they have on offer.  The market leading offers that will feature throughout the festive period are a great opportunity for retailers to encourage shoppers to shop locally and demonstrate that they can depend on their local store for everything they need, including Christmas lunch, New Year drinks, small family get-togethers as well as those last-minute essentials, gifts and treats.”

“During the pandemic, more shoppers have discovered the breadth of offer our independent retailers provide, from a strong fresh food range featuring Co-op Own Brand, as well as a great range across BWS and confectionery. By focusing on the channels, content and game-appeal which attracts these shoppers, we’re supporting our retailers’ drive to convert them into lifelong loyal customers.”

CSG is supporting retailers with extensive POS, print and TV advertising, shareable content and social media advertising as well as dedicated guidance to help retailers grow their seasonal sales across Christmas and New Year. The guide covers shopper insights, top tips on the best use of store space and top-selling lines.