• Other Retailers’ Wasteful Ads Slammed In The Money Bags

  • First Post Will Also Go Live In Window of Poundland’s Flagship Birmingham Store

This Wednesday (28 November) at noon – or ‘tw-elf’ o’clock – Poundland will release the first of its daily online naughty elf posts as it launches the UK’s most cost-effective Christmas advertising campaign.

Since confirmation of Elf’s return, social media has been flooded with fans eagerly waiting for his first post, so Poundland will bring forward the start of its 2019 campaign to this Wednesday.

This year the Elf campaign comes with added spice.  Not only is Elf returning, he’ll have a female sidekick, Elvie, to create double the trouble.

And in a new move, Elfie and Elvie will also move from the virtual world into reality. 

At 5.00pm this Wednesday, the naughty elves will act out the first scene live in the window of Poundland’s flagship Birmingham Corporation Street store - right opposite House of Fraser which was slammed earlier in the year for Britain’s saddest window display.

Despite tripling its 2018 Elf marketing budget to £76.59, Poundland’s Christmas spend stands in sharp contrast to the estimated £6.5bn estimated to be spent on seasonal advertising – much of it by rivals in distress trying to reverse declining sales.

Poundland estimates retail festive advertising would be enough to create 43,000 secondary school places, fund the Crossrail overspend ten times over, provide annual local authority elderly residential care for almost 150,000 senior citizens, or provide 44,500 NHS hospital beds at £400 per day.

Poundland’s frugal approach to advertising means it can maximise its Christmas spending on customers, delivering its promise to provide customers with amazing value every day -  no mark ups, no higher prices and the lowest overheads in UK retail.

Barry Williams, Poundland’s MD said:

“We’re spreading festive cheer without breaking the bank or spending obscene amounts of cash on advertising.  And while we fully intend to raise eyebrows as well as a smile, we know our customers will appreciate our refusal to waste their money on expensive Christmas ads.” 

The £25.83 spent on Elfie last year resulted in a significant increase in sales as it took social media by storm – especially in the final week before Christmas.  Poundland is aiming to make sure its 2018 Elf campaigns achieves similar notoriety.

Not only does Poundland’s Christmas ad spend pale into insignificance next to other retailers, it has been able to reinvest those savings in creating its best-ever range of Christmas items – many similar to those at free-spending rivals with price tags that are up to six times lower.

31 OCTOBER 2018


Nighmare on Elf Street 1500x750.jpg

Poundland today chose Halloween [31 October], to confirm on its facebook and twitter feeds that the advertising regulator’s worst nightmare, the naughty elf, would return to take over the retailer’s social media channels from December 1.

To make matters worse, Poundland also confirmed bosses had agreed to increase significantly the risk of offending snowflakes. It intends to triple the marketing budget for its 2018 campaign from £25.83 to £76.59 and introduce a second, female elf character - Elvie, alongside its original £2 Elfie to double the impact – a new friend with all sorts of benefits.

 After the controversy of its infamous inaugural elf campaign in 2017, Elfie was released from Wormwood Scrubbers earlier this week after thousands of fans signed the petition for his right to freedom. “Free Elfie… Free the Poundland One” (see below).

Despite undergoing Anti Smut Alleviation (ASA) therapy while banged up, it remains to be seen whether Poundland’s Elf will emerge a reformed character and take what may well be the last chance to redeem himself.

Confirmation that Elfie will return with a dramatically increased budget will strike fear into some of Britain’s struggling retailers, who’ve already splashed the cash on big name stars like Elton John and Take That this Christmas.

In 2017 the £25.83 Poundland spent on Elfie helped it generated a significant increase in sales in its golden quarter – a return on investment that frankly left investors in traditional retailers in a state of shock.

Poundland has hinted Elfie and Elvie may make a joint appearance when posh retail rivals release their budget-busting, tear-jerking Christmas TV ads next month.

“I know I’m not everyone’s cup-of-tea-bagging, but you just watch how I can bring a tear to the nation’s eyes,” said Elfie cryptically.  

Elfie’s return signifies the official start of Christmas at Poundland, with decorations and other festive products on sale as of today from, you guessed it, just £1.

January 2018

From his cell at Wormwood Scrubbers,  Poundland’s naughty elf issued this statement in response to the Advertising Standards Authority...

Britain’s the home of saucy postcards, carry on films and panto, so I’m sad the ASA found my double entendres hard to swallow.

At least it’s only 84 people who had a sense of humour failure compared to the tens of thousands who got the joke and liked and shared my posts online.

I’m doing everything I can to be good so I can get out on good behaviour later this year.

Love, Elfie x

Copies of Poundland's supporting correspondence with the ASA: