M&S has already opened up its Christmas food slots (and if you’ve ever tried their party food, you’ll know why it sells out faster than you can say “mini beef wellington”), while Tesco’s aisles are bursting with tins of Roses and stacks of mince pies.
We all do the same thing: roll our eyes, laugh about it being “too soon,” then inevitably cave and chuck a box (…or three) into the trolley.
But behind the early festive cheer, UK supermarkets have been running marketing campaigns that go beyond stocking shelves with seasonal treats. From easing the squeeze on the weekly shop to tackling mental health, supermarkets are finding new ways to build loyalty, earn trust, and genuinely help communities.
In this edition of Marketing Pulse, we’re looking at the UK supermarket marketing campaigns that stood out — the ones that made us smile, nod, and, yes, got us Pulsing.
Waitrose: Loyalty gets a “Little Treat”
In September 2025, Waitrose began trialling a new UK supermarket loyalty programme called Little Treats across 18 stores. The mechanic is simple: My Waitrose members unlock surprise perks when they reach spend milestones of £50, £100, and £250 within a single month. Rewards range from free products to money-off vouchers, designed to add delight to the weekly shop.
It’s a neat example of surprise-and-delight tactics in UK supermarket marketing. It leans on gamification, encouraging shoppers to consolidate spending to see “what’s next.”
What UK consumers think about loyalty schemes
- 43% said free gifts or vouchers make them more likely to stick with one supermarket.
- 41% said loyalty depends on how appealing and relevant the reward is.
- 13% said they shop around regardless, showing that loyalty is not guaranteed
When asked about the type of rewards they value most:
- 37% prefer practical rewards (e.g. essentials like milk or bread).
- 28% prefer delicious treats (e.g. premium food items).
- 9% prefer fun or novelty items
The Waitrose Little Treats trial highlights the delicate balance between genuine value and perceived distraction. More than half (57%) of UK consumers believe supermarket loyalty schemes mix true rewards with attempts to distract from rising prices. Only 13.5% think supermarkets are doing their best to reward loyalty.
Morrisons: Cutting prices to ease the Christmas squeeze
In the run-up to Christmas 2025, Morrisons dropped the prices of 650 everyday items — from pasta and mince to loo roll — with shoppers saving an average of 18%. The move is simple: help families feel less of a pinch when December rolls around.
This is classic price-based loyalty in UK supermarket marketing. No bells and whistles, just cheaper staples. And right now, when everyone’s watching the pennies, that’s as powerful a brand message as any glossy campaign.
Do price cuts really help UK shoppers save?
- 44% believe supermarket price cuts significantly help with saving for Christmas.
- 36% say it depends on which items are discounted — essentials like meat, pasta, or milk are valued more than luxury extras.
- 15% see these cuts as more of a marketing tactic than genuine help, signalling consumer scepticism that marketers should note.
How do Brits plan festive shopping?
- 36% of shoppers plan to buy festive treats early, influenced by these promotions.
- 32% prefer waiting until December, sticking with tradition (and maybe banking on last-minute deals).
- 9% are already stocking up, showing a segment of early planners who respond to these savings.
- 14% remain last-minute shoppers, making demand forecasting a perennial challenge for retailers
The lesson is clear: supermarket price cuts in the UK still matter, but credibility is everything. Families need to feel the cuts at the checkout, not just in the advertising copy.
Iceland: Freezers and fighting for a cause
Iceland has been busy doing more than just stocking up freezers. Over the past two years, the supermarket has raised an impressive £1.4 million for suicide prevention charity CALM (Campaign Against Living Miserably). It’s a reminder that supermarkets aren’t only competing on price or perks and shaping their brand identities around social impact.
This move taps into something powerful: cause-led brand building. While discounts and loyalty cards win baskets, partnerships with charities build long-term trust and emotional connection. For Iceland, supporting CALM means positioning itself as a retailer and a community ally tackling one of the UK’s most pressing issues, mental health.
How do consumers feel about charity partnerships?
- 60% prefer brands to support mental health and wellbeing causes, making CALM a strong match for consumer sentiment.
- 49% favour cancer research or medical causes, while 46% support homelessness or poverty initiatives.
- 39% value partnerships with food banks or local charities, showing the importance of community-based causes
Do Brits believe it’s genuine?
- 59% believe some brands genuinely try to make a difference, but they’re cautious.
- 19% think many brands are authentic, while 17% see charity efforts as mostly PR tactics
Iceland’s work with CALM demonstrates how aligning with the right cause can elevate brand perception, especially when that cause resonates with consumer priorities like mental health. The challenge lies in authenticity: shoppers can distinguish between a genuine commitment and a PR exercise. By making a long-term investment in CALM, Iceland has shown consistency, which could pay dividends in customer trust and brand advocacy.
Co-op: Loyalty schemes for teens
Co-op and Barnardo’s have teamed up to urge UK supermarkets to let 16- and 17-year-olds join loyalty schemes. The logic? If teens can work part-time, pay taxes, and even vote in some elections, they should also be able to access discounts.
Co-op is the only major supermarket offering full perks to under-18s, saving young shoppers around £60 a year. For teens balancing school, weekend shifts, and tight budgets, that’s money that really matters.
Are the rest of the UK on board?
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81% believe 16- and 17-year-olds should be able to join UK supermarket loyalty programmes.
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62% agree that saving £60 a year makes a real difference for teens.
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37% think loyalty schemes aren’t consistently fair, with 18% saying they favour wealthier households.
This highlights a big opportunity in UK supermarket marketing: Gen Z. Including younger shoppers builds loyalty earlier and shows a commitment to inclusivity. In today’s climate, being seen as fair and accessible can be just as valuable as price cuts.
To sum up…
From loyalty perks to price cuts, charity partnerships to teen inclusivity, UK supermarkets show that marketing isn’t only about selling products but building trust, adding value, and creating connections beyond the checkout.
Whether it’s surprising shoppers with little treats, easing the squeeze with price cuts, backing causes that matter, or opening doors to the next generation, these campaigns highlight how supermarkets are evolving from retailers into community allies.
