AS the festive season approaches, SPAR’s latest campaign, “A Christmas Like No Other” is focused on emphasising the joy of family and community-driven Christmas traditions.
Recognising the economic challenges many families face, SPAR is committed to making Christmas both magical and financially accessible, reinforcing its role as a trusted partner in creating unforgettable festive moments.
“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 honoring their unique community Christmas traditions, all without breaking the bank,” says Keegan Alicks, National Marketing Executive at The SPAR Group.
At the core of SPAR’s Christmas campaign is a heartwarming television commercial that tells the story of Barry, a UK national who finds himself experiencing a “Christmas Like No Other” in the vibrant Karoo region of South Africa. The lighthearted and visually captivating commercial takes viewers on a journey with Barry as he exchanges his usual frosty UK winter for the warmth and sunshine of a South African summer Christmas.
Barry’s adventure begins when he arrives at a local Karoo home, greeted by the bright sun, the laughter of children, and a festive atmosphere that’s unlike anything he’s experienced.
What follows is a joyful immersion into the unique traditions of a South African Christmas, from backyard braais (barbecues) and potjies, to playing cricket in the garden, and savouring traditional South African dishes like gammon, boerewors, babotie, and chakalaka.
The commercial captures the essence of family and community, as Barry discovers that Christmas isn’t about the cold weather or the decorations, but the warmth of shared moments.
“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,” says Alicks.
“This campaign is about celebrating those differences while bringing families and communities together in the spirit of generosity”.
As the commercial unfolds, viewers witness Barry’s transformation from a bewildered outsider to someone who fully embraces the South African way of celebrating. Whether it’s swimming in the pool on Christmas Day (and getting sunburnt), eating festive desserts like malva pudding and ‘snow balls’, learning the local lingo, or watching a feast being prepared on a makeshift grill over an open fire, Barry’s Christmas adventure is a reflection of the joy and togetherness that SPAR is enabling this season.
What stands out in Barry’s story is the role of food in bringing people together. SPAR plays a pivotal part in this festive narrative by providing families with the best products and ingredients to create their unique holiday feasts.
From locally-sourced produce to SPAR’s own house brand products, the commercial subtly underscores the importance of choice, quality and affordability in ensuring that families can enjoy a Christmas meal that is both special and budget-friendly.
“With rising living costs, many consumers are looking for ways to stretch their budgets without compromising on the quality of their festive celebrations.
SPAR’s house brand products, which offer exceptional value for money, are a key part of this offering”, says Alicks. “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, without overspending.”
In addition, SPAR’s popular Rewards card offers shoppers access to monthly deals and promotions across a wide range of products, helping customers maximise their savings during the festive period.
With SPAR2U, the convenience extends even further, as customers can enjoy the same rewards and deals through the grocery delivery app, with their favourites delivered right to their doors.
“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 ambition to be the first-choice brand for South African households is woven into every element of this campaign.
“A Christmas Like No Other” is more than just a marketing effort – it’s a celebration of the diverse and vibrant communities that SPAR serves. The campaign’s focus on shared traditions and local experiences reflects SPAR’s commitment to understanding and supporting the unique shopping needs of each and every community in South Africa, particularly during the festive season.
“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,” explains Alicks. “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.”
Follow Barry’s journey and share your own Christmas traditions using the hashtag #LikeNoOther, as SPAR invites all South Africans to celebrate a festive season full of joy, generosity, community spirit and savings.
With “A Christmas Like No Other”, SPAR is redefining what the festive season can be – a time for family, tradition, and giving, all without the financial stress.
Image SLM (Mpudi Maubane- SPAR National PR, Communications and Sponsorship Manager recorded at the media luncheon this week, held at the swanky Clico Restaurant, Rosebank).
