Budgens’ drive for Christmas sales

Budgens is focusing on all the “special moments” that happen over the Christmas period for its latest marketing campaign.

Celebrate every moment’ builds on what’s great about convenience retailing, being there for the smaller celebrations in the build up to Christmas, as well as the big day itself.

Marketing Director Anna Burleigh said: “Budgens will continue to do what it has always done well at Christmas – being there for the big day or the extra bits you need to make the most of every moment.

“From a good value bottle of Champagne or spirits, to the sellotape to finish the wrapping, there’s no need to brave the crowds of the big supermarkets when the Budgens round the corner has got it covered. That’s what this campaign is all about, finding that bit of magic in your local store.”

Budges says that research shows that many shoppers trade up to more expensive brands or premium ranges at Christmas, opting to buy the best quality foods. Budgens is hoping to directly compete with premium brand food specialists, offering sharing menu and recipe suggestions with customers throughout the Christmas period.

The marketing campaign picks up on the idea that the whole of the festive season is special and it’s the one time of year where all routines go out of the window. The campaign encourages customers to treat themselves and mark each special event in the Christmas build-up, including:

  • A mince pie and drink after decorating the tree
  • Inviting the neighbours over for supper after the school carol concert
  • Chocolates and drinks while wrapping the presents
  • Catering for surprise family visits
  • Leaving out a mince pie for Santa (and a carrot for Rudolph)
  • Organising a drinks parties for family and friends

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