Spar partners with Instagram influencer ‘The Fitness Chef’ for January

Spar, the leading convenience store group in the UK, is starting the New Year with a bang by partnering with social media influencer Graeme Tomlinson aka The Fitness Chef for the month of January.

The partnership with myth busting, nutrition coach and personal trainer Graeme Tomlinson will mean SPAR will share nutritional advice and recipes over the course of January to help consumers start 2021 as they mean to go on.

Madeleine Blowing, brand & digital executive at Spar UK Ltd, said: “Our January lifestyle message aims to encourage a fresh and balanced start to the year at an affordable price. Our collaboration with Graeme Tomlinson, The Fitness Chef, and his introduction to our customers will enable them to be guided and educated on a balanced lifestyle. We will not only be utilising his breath of knowledge and expertise to drive sustainable goals, but we have also created a series of recipe videos showing some of The Fitness Chefs favourite meals, all featuring Spar brand products.”

Along with creating delicious recipes exclusively for Spar customers, Tomlinson will provide blog posts and content from his own social media channels, a questions and answers session and provide a number of competitions for everyone to take part in.

“We also see this as a great way for Spar stores to get involved in the campaign. Recipes using ingredients available in Spar stores will drive footfall and awareness of the collaboration, encouraging consumers to visit Spar,” added Blowing.

Tomlinson said: “When Spar approached me and detailed their mission to consumers for January 2021, I found both of our objectives were aligned. Like SPAR, I want to show people that cooking tasty, nutritious food can be easy, cost effective and convenient.”

Blowing concluded: “Tomlinson has brought his recipes to life in a UK bestselling book, ‘Eat What You Like & Lose Weight for Life’ and we are looking forward to helping him launch his second book ‘Still Tasty’ in January.”