Spar UK is back on screens in August with two new adverts as part of the retailer’s £3mspend this year on its media campaign.
From 4–11 August, an updated Spar brand ad will hit screens, edited to showcase the most impactful scenes with a new voiceover and an upbeat twist on the soundtrack, ‘Handbags and Gladrags’.
Then, from 12– 25 August, the first of five new product and price adverts will air, focusing on alfresco eating and featuring the voice of a young female who has shopped at Spar to organise an Italian style summer get together for four.
Products highlighted in this ad include the Spar Chilled Pepperoni Pizza, Spar Chilled Three Cheese Pizza, Spar Garlic Baguette 190g and Spar Italian Style Salad.
Philippe Rondepierre, Spar UK head of marketing, said: “The campaign has had a really positive impact so far, accelerating footfall growth and generating some incredible sales, such as a 47% increase in sales of our award-winning Prosecco in October.
“The brand ad has also resonated with shoppers, who saw it as very different from the ads they see from our competitors. Our retailers have also got right behind the campaign,” he said.
“From now on, we are going to show the ‘There for you’ brand ad more often and we have upweighted the creative value of our ads with quality food cues, to really help us showcase our award-winning products.
“The product content in our tactical ads has been tailored to promote Spar as a destination for top up shopping, reminding shoppers that we provide fresh food at outstanding value,” said Rondepierre.
SPAR worked with the Leith Agency, Genesis and MediaCom Leeds to develop the adverts.