The task
Budgens could never compete with the big supermarket campaigns and large TV advertising budgets, so Kitchen was briefed to “do something clever in digital”.
Our approach
Standing out in a cluttered Christmas market required a seasonal miracle, Budgens recognised they needed a creative approach that was a bit left-field to stand out. They needed a campaign that was spoke authentically and was able to connect directly with their local communities.
While other grocery brands opted for emotional, heartwarming campaigns, we wanted to focus on what really mattered most to budget-savvy Budgens shoppers — finding the best deals out there without having to travel far.
To promote a variety of offers, we launched a social campaign featuring a lively ‘Nan’ character taking on a series of fun challenges in the aptly named "Nan Vs Deals." This campaign invited people to engage directly with the content in ways traditional media couldn't.
Working with location and first-party data
We worked with Budgens’ first-party data and geographical buying behaviour to tailor the messaging and deals in real time, allowing Budgens to sell what people were looking for at the right time in the right location. The shop floor was now open to a flurry of Christmas spending.
- 1m+
- Views in the first two weeks
- 19%
- Increase in footfall YoY
- 16% YoY
- Christmas sales increase YoY
- Best pre Xmas sales for over 4 years
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Budgens | Christmas Campaign
Budgens could never compete with the big supermarket campaigns and large TV advertising budgets, so Kitchen was briefed to “do something clever in digital”. To promote a variety of offers, we launched a social campaign featuring a lively ‘Nan’ character taking on a series of fun
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