From Kitchen Foil to Karaoke: Spar’s Humorous Twist on the Christmas Ad

While many UK supermarkets have invested in blockbuster Christmas adverts this year, Spar has taken a refreshingly playful approach with a tongue-in-cheek campaign that emphasizes convenience, value, and festive joy.

The retailer’s Big Deals campaign has returned, focusing on essential “stock-up” items for the festive season, ensuring shoppers are covered for those last-minute needs. “The campaign is about great prices on products customers need in the run-up to Christmas,” said Sarah Ellis, group marketing director at AF Blakemore & Son. “We’re still in a cost-of-living crisis, so this is about providing treats that won’t break the bank.”

This year, Spar has also spotlighted those “don’t forget” items that can make or break Christmas Day—like kitchen foil, cranberry sauce, or even a turkey tray for hosting. By identifying these frequently overlooked essentials through sales data, the campaign aims to alleviate the stress of hosting during the holidays.

“Convenience isn’t just about location,” Ellis explains. “It’s about providing solutions—whether you’ve forgotten dinner for the family or simply can’t be bothered to cook. And as one of the few retailers open on Christmas Day, we’re there to help our neighbors, not just customers.”

Adding a festive twist, Spar’s Spar-aoke initiative brings joy in-store by inviting shoppers to grab a mic, sing a Christmas classic, and win prizes. Reviving the popular campaign from the Euros, Spar enlisted Roy Wood, creator of the festive anthem “I Wish It Could Be Christmas Everyday,” to headline this year’s event.

“When the song plays in-store, shoppers can join Spar-aoke, win their shopping, and even compete for a grand prize to cover the cost of Christmas,” says Ellis. “Roy was an absolute joy to work with, spreading Christmas cheer to every generation.”

From savings and last-minute essentials to festive fun, Spar’s unique campaign proves it’s ready to help shoppers stock up and share the Christmas spirit this holiday season.