Spar UK is back on shoppers’ TV screens for the first time in four years, as part of a £5m national multi-media campaign, kicking off in October 2013.
Featuring TV and digital advertising, a customer magazine and in-store communication, Spar said its new campaign will celebrate its convenience and champion its value, product ranges and fresh produce whilst reinforcing its heritage at the heart of local communities.
Philippe Rondepierre, Spar UK head of marketing, said: “The campaign is a significant milestone for our business and we are delighted to be working in partnership with two leading agencies to help us create a powerful and effective campaign.
“There is an enormous amount of warmth towards the brand, which we would like to communicate. Spar is customer driven; we understand and listen to our customers’ needs, and are continuously striving to give them what they want and to deliver the very best service. This campaign will bring our There for You strapline to the fore.”
Kicking off the campaign, Spar will be sponsoring ‘Lorraine’ on itv from October 2013 until the end of December 2013.
“This sponsorship will give Spar great branding opportunities on national TV every weekday,” said Rondepierre. “The programme is viewed by over 800,000 viewers daily, so it will really put Spar at the forefront of people’s minds, and deliver efficient coverage within our budget.”
In spite of the TV absence over recent years, research from Live & Breathe has revealed that Spar is the UK’s most trusted convenience store chain, depended on by almost a third of UK shoppers (31%).
Spar UK has appointed leading media agencies MediaCom Leeds (a GroupM subsidiary) and the multi-award winning Leith Agency to handle the campaign.
Ed Brooke, head of The Leith Agency, said: “It’s an exciting time to be working with the Spar brand as we help realise its ambition and win over new audiences. This brief has given us the chance to celebrate the heart of SPAR – a national company with stores run and owned by local entrepreneurial people with real commitment to their customers and communities.”
Chris Broadbent, managing director at MediaCom in Leeds, said: “MediaCom are proud to have won this business, with an innovative, high impact approach that will see the Spar brand return to UK TV screens and deliver a step change for the symbol group, at a time when there is a real opportunity to grow the business.”