Spar celebrates independent retail heroes in new digital campaign

Spar, the leading convenience store group in the UK, has launched a digital campaign to encourage consumers to continue supporting local independent retailers.

The first part of the campaign was launched by SPAR in mid-May with an online video on Facebook and Instagram to show how stores continue to support their local communities. With over 2.2 million views to date  the community video encourages customers not to go back to their old ways and explains how SPAR retailers and stores are there for communities. “Family owned stores on your doorstep or at the end of the phone, doing what they can to help because you’re not just customers, your neighbours and these days we’re more of a community than ever and we will keep being there for each other,” it says.

Alex Hall, digital marketing manager at Spar UK, said: “This campaign gives our stores an opportunity to build an emotional connection with the consumer, showing the real people behind Spar, who have been going above and beyond for their local communities and will continue to do so.”

The second part of the campaign was launched on 22 June 2020 with a series of digital posts on Facebook and Instagram focusing on individual independent Spar retailers who have been making a positive impact on their community.

“We want to hero our independent retailers and showcase them as they are the real people behind Spar,” said Hall. “We want to celebrate the people that make Spar what it is, a network of independent family run businesses at the heart of their communities. These are the heroes offering their local communities more than just a shop, whether it’s being open late when other stores are closed, delivering to the vulnerable and elderly or supporting local initiatives. These people are the consistently friendly faces who represent the best of Spar.”

Running until September fifty (50) independent Spar retailers from all over the UK will be featured on the digital campaign talking about their personal experiences during the pandemic. “Our independent retailers are not just providing essential food and household items, they are neighbours, friends and part of the community they live in,” adds Hall.

Since 22 June, Spar launched the next stage of the summer digital campaign, highlighting its award winning own label range of products. Seven Spar brand products which have won recognised awards from across the retail sector will be featured in the campaign. “We are very aware that times are tough for consumers and we want to give our customers even more reasons to shop at SPAR by focusing on our own label range of products which offer great value and great quality,” concluded Hall.

The campaign will run until 24 September on Spar Facebook, Instagram, Twitter and Pinterest social media channels.