In the past four weeks, the 'smaller' retailers have really ramped up their Christmas advertising campaigns as they try to maximise their share of consumers' festive food budgets.
The Co-op has been the most aggressive with its advertising, spending far more than its competitors (although not as much as the big four, which all spent £6m or more during this time).
In the four weeks to 23 November, the society spent a total of £1.4m compared with just £0.5m in the same period last year. It has maintained the two-pronged approach it has been using all year, highlighting its prices and its local values. Ads promote half-priced seasonal products including cava, clementines and gammon, and point out that shopping locally could save time for the important things at Christmas, such as buying a tree.
Meanwhile, Iceland has retained the services of Kerry Katona and Coleen Nolan. They have been joined by Jason Donovan for a musical TV ad promoting party food and Christopher Biggins in a series of idents for its on-air sponsorship of I'm a Celebrity, Get Me Out of Here.
The reigning king of the jungle encourages consumers to party like celebrities - although on canapés and prawns rather than anything stronger.
Lidl, meanwhile, has opted for a 'luxury for all' message in a series of press ads offering ideas for how to do Christmas for less. Among other things, it is promoting the £4.99 lobster that made the headlines a few weeks back.
Aldi and celebrity chef Phil Vickery have been a little slow to get into the festive spirit, however. Although it has spent more than anyone so far this year (£12.1m), its recent spend has been down year-on-year, and its festive TV ads only broke on 24 November.
In contrast, Budgens has spent almost half its year-to-date advertising budget in the past four weeks to promote its 'wine festival' drinks promotions.
Rather than attempt to compete in the national press and on TV, Spar has invested in women's magazines to promote its own-label produce.
Despite their different approaches, the retailers have a common message: consumers can afford to have a good Christmas, whatever their budgets.
The Co-op has been the most aggressive with its advertising, spending far more than its competitors (although not as much as the big four, which all spent £6m or more during this time).
In the four weeks to 23 November, the society spent a total of £1.4m compared with just £0.5m in the same period last year. It has maintained the two-pronged approach it has been using all year, highlighting its prices and its local values. Ads promote half-priced seasonal products including cava, clementines and gammon, and point out that shopping locally could save time for the important things at Christmas, such as buying a tree.
Meanwhile, Iceland has retained the services of Kerry Katona and Coleen Nolan. They have been joined by Jason Donovan for a musical TV ad promoting party food and Christopher Biggins in a series of idents for its on-air sponsorship of I'm a Celebrity, Get Me Out of Here.
The reigning king of the jungle encourages consumers to party like celebrities - although on canapés and prawns rather than anything stronger.
Lidl, meanwhile, has opted for a 'luxury for all' message in a series of press ads offering ideas for how to do Christmas for less. Among other things, it is promoting the £4.99 lobster that made the headlines a few weeks back.
Aldi and celebrity chef Phil Vickery have been a little slow to get into the festive spirit, however. Although it has spent more than anyone so far this year (£12.1m), its recent spend has been down year-on-year, and its festive TV ads only broke on 24 November.
In contrast, Budgens has spent almost half its year-to-date advertising budget in the past four weeks to promote its 'wine festival' drinks promotions.
Rather than attempt to compete in the national press and on TV, Spar has invested in women's magazines to promote its own-label produce.
Despite their different approaches, the retailers have a common message: consumers can afford to have a good Christmas, whatever their budgets.
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