New Spar media campaign bursts onto TV screens this autumn

Spar is launching an exciting new media campaign, aimed at surprising shoppers with all the products they can find in their local store.

In a series of TV ads and sponsorship, the new media campaign focuses on eight headline products.

To tie in with a focus on great quality food, Spar has chosen to work in partnership with Channel 4 and UKTV’s entertainment channel, Watch. This includes sponsorship of food related programmes on Watch for six months and three bursts of adverts on Channel 4’s top 15 programmes including Gogglebox, Alan Carr: Chatty Man and First Dates.

The first burst of activity will start with a 10-second ‘Sponsored by Spar’ ident in August, featuring Spar brand’s Assorted Mini Ice Creams and Pear Cider.

This will be followed by a full-length 30-second ad from 10 September, showcasing promotions on Spar Pulled Pork at £3.50, Mini Ice Creams at £2 and Premium Reserve Cider at £1.50.

Later activity will focus on four more brilliant Spar brand products: Perlezza Prosecco, Mixed Olives with Chilli, Rack of Ribs and Argentinian Malbec.

These products have been chosen for their great taste, quality and how on-trend they are and many have also won multiple awards.

For example, Spar’s Perlezza Prosecco is the best-selling Prosecco in the convenience sector, while both Cider variants have won awards.

Laura McNally, senior marketing manager, said: “We want to surprise the consumer with the great quality Spar brand food and drink which is available on their doorsteps.

“Our focus with this campaign is on time-pressured customers who want to enjoy quality food and drink. Many of them are new audiences, so we had to find a media plan to help new groups of people discover Spar,” she explained.

“By focusing on these eight headline products, our retailers are offering shoppers credible options, many of which have already won awards – if fully supported, these lines offer a £6 million opportunity to Spar

“Now more than ever, retailers are fighting for extra footfall and an increase in basket spend. We firmly believe this campaign will help them do this,” said McNally.

The campaign will be supported by activity from RDCs, including product sampling, instore PoS such as barkers and ‘bus-stops’, bulletins and tradeshows.

Spar worked with advertising agencies Genesis and Mediacom on this campaign.