Budgens is hoping to compete directly with premium food specialists this Christmas and will use its latest marketing campaign to build on “what’s great about convenience retailing”.

It has launched a Christmas campaign called ’celebrate every moment’ encouraging customers to treat themselves and mark each special event in the Christmas build-up.

Special events include mince pies and drinks after decorating the tree, inviting neighbours for supper after the school carol concert, chocolates and drinks while wrapping the presents, catering for surprise family visits, leaving out a mince pie for Santa and a carrot for Rudolph, and organising drinks parties for family and friends.

The campaign features mainly posters in stores, shelf tags, and flyers in some of the outlets.

Budgens marketing director Anna Burleigh said the campaign was about “finding that bit of magic in your local store.”

“Budgens will continue to do what it has always done well at Christmas – being there for the big day or the extra bits you need to make the most of every moment,” she said.

“From a good value bottle of Champagne or spirits, to the Sellotape to finish the wrapping, there is no need to brave the crowds of the big supermarkets when the Budgens round the corner has got it covered.”

The Musgrave Group-owned retailer hopes to directly compete with premium brand food specialists by offering sharing menu and recipe suggestions with customers throughout the Christmas period.

The company said its fresh food offer would continue to play a key role over the Christmas period.