The cost of living crisis may no longer be making headlines but inflation is continuing to hit consumer spend. But as Boots latest advertising campaign underlines saving doesn’t have to be a gloomy marketing message.

The feeling of joy felt from saving on shopping is captured by Boots in its new ‘Savvy Savers’ campaign. Using a dynamic photo booth to show the excitement shoppers faces when they save money, the campaign underlines the quality and value of the products available at Boots.

With consumers feeling the post-Christmas pinch, Boots is offering a range of January deals such as 50% off big brands like No7, L’Oréal, Olay, and Nivea, and half-price savings for Boots Advantage Card members on brands such as RoC, Champneys, SheaMoisture and Vaseline.

“We know everyone loves bagging a bargain, particularly at this time of year, and at Boots, we’re making it easier than ever for our customers to get the best for less,” says Pete Markey, Chief Marketing Officer at Boots.

Celebrating the savings available in store, the ‘Savvy Savers’ campaign features an upbeat video showing customers entering the Boots ‘Snap Your Savings’ photo booth to capture their joy after shopping. The spot is filled with smiles and captures the genuine excitement of customers as they share their recent Boots purchases and the savings they have made. The spot ends with the line: ’Now that's the smile of a savvy saver.’

Boots’ Markey adds: “The new ‘Savvy Saver’ campaign celebrates that smart, shrewd mindset and the joy of finding the perfect product at the perfect price. Whether it’s a beauty essential, a healthcare must-have or a little treat, we’re committed to delivering incredible value across our entire range.” 

The campaign is set to run across a wide range of media, including TV, VOD, digital audio, DOOH, print, YouTube and social media.

As part of the campaign, Boots will use first-party targeting for the first time to directly reach customers who have purchased low-cost items in specific categories such as dental care, skincare, haircare, toiletries, or cosmetics within the past year as well as shoppers with an average order value of £5 or less. The multi-channel targeted approach aims to reach all types of savers to reinforce the value to be found for an array of audiences at Boots.

Boots is offering savings across ranges and on everyday essentials. Advantage Card Members will see ongoing benefits such as 10% off Boots brand, Price Advantage savings and tailored app offers.

With ‘Savvy Savers’ Boots successfully spotlights the joys of saving, providing its customers with some light in the dark days of January.