Spar is launching its largest national brand campaign to date with its ‘BIG Deals of Christmas’ initiative to support shoppers throughout the festive season.

From today, the symbol group retailer’s campaign will roll out across stores in England, Scotland and Wales, running for 14 weeks until the end of the year.

Spar will be launching a big deal every two weeks as it has secured seven market-leading promotional offers on major brands.

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The Christmas campaign will be supported with a national media plan, including a £500,000 digital spend, in-store POS and upweighted activity across the participating regions, including TV in the south west and Scotland.

A series of animations centred around Christmas figures including Santa Claus and his elves will feature alongside the deals, voiced by actor Brian Blessed.

Spar UK brand and marketing director, Suzanne Dover, said: “After a challenging year, our shoppers deserve some festive treats.

“We have worked with some of the biggest brands to bring incredible value to our shoppers this Christmas. We know we are going to help them make a big deal of Christmas with our latest value on your doorstep initiative.”

This comes as the largest Spar wholesaler in the UK, AF Blakemore & Son, has reported operating profit growth of 65% from £14.8m to £24.4m as a result of  ‘strong performance’ across its Spar stores, despite facing “national supply chain challenges” last year.