Familiar holiday faces are helping to get the word out about saving money in the latest work from Real Canadian Superstore.

In the hero spot, Santa, Scrooge and The Nutcracker experience the joy of saving on their favourite holiday items, including Santa joyfully stocking up on No Name cookies, Scrooge haggling with Ad Match and the Nutcracker appropriately fixated on Club Sized nuts.

“Superstore has always spotlighted it’s one-stop shopping at unsurpassed value proposition, so we feel that doing so during key consumer shopping occasions, such as the holiday season, makes sense,” says Dorothy Lee, Sr. director, brand marketing at Real Canadian Superstore.

“While we have had campaigns for other key seasonal occasions, this is the first time that we’ve had a full holiday commercial, ‘Legendary Ways to Save,’ as part of our mass layer of our holiday campaign.”

Lee tells strategy the retailer will also showcase budget-friendly food and non-food holiday selection – including PC Holiday Insiders Report – to show holistically that Superstore is the place to find value and savings this holiday season.

For Superstore as a retail brand, Lee says it’s important to highlight why it needs to be considered by consumers during key seasonal shopping occasions. But she adds the brand will do that while reinforcing its purpose of creating connections with every Canadian.

The full-funnel campaign features :60, :30, :15 and :10 second spots live across digital and broadcast channels this week in time for the holiday season.

Mass channels include TV, OLV, radio and digital audio, as well as social, digital and PR tactics. Advance powered by Loblaw developed the media strategy and plan.

“We leveraged an audience-first approach to speak to our customers where they’re most engaged and receptive,” Lee says. “While all channels in the plan are important and need to work together, we’re especially proud to be the first grocery retailer in Canada to leverage Pinterest Quiz Ads for this campaign, as well as proud to continue leveraging Google Demand Gen Ads, which we previously were the first retailer in Canada to do so.”

When it comes to ad spend, Lee says the campaign, “will be a very material seasonal campaign for Superstore.”