Safeway has given its own label packaging a festive makeover with a holly design in red and gold for its biggest ever Christmas campaign.
The chain's new Christmas Completely Covered' campaign will feature messages on material at point of sale.
They will include Treats Completely Covered', The Best Completely Covered' and From Starter to Finish Completely Covered'.
The chain has also increased the number of own label seasonal lines on offer as it sets itself up as a "one-stop Christmas shop" for customers.
These include a new range of confectionery designed for children, a 40-line chilled party food range, a range of Swiss chocolates and a selection of fish starters and alternative festive desserts.
It is also introducing 70 Christmas specials on its premium label, The Best.
A re-launch of the range is planned for February.

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