Spar UK is championing its store owners and their place in the local community in a new TV advertising campaign, which launches today (3 October 2013).
The ad creative has been developed by The Leith Agency, made famous for its innovative work with the IRN-BRU brand. The 40-second launch ad, directed by the award-winning Martin Wedderburn, demonstrates how central Spar retailers are to their local communities and brings the chain’s ‘There for You’ strapline to the fore.
The launch advert features charismatic characters including a caring Spar retailer, cute identical twins baking at home, and a couple creating a romantic meal for two, sourced from their local Spar store.
From 10 October 2013, Spar will highlight, in a tactical ad, some of the Spar brand products available to shoppers in their local store – the Spar Brand Italian food range and its award-winning Italian wines.
The Italian ad and each of the subsequent tactical ads will call upon a scene from the main launch ad to maintain the brand association.
The campaign, which will run until Easter, kicked off with Spar’s sponsorship of the Lorraine programme to end mid-December 2013. It also includes a relaunch of the Spar website and a shopper magazine, to be distributed to 1.6m households at the beginning of November 2013.
Spar UK head of marketing, Philippe Rondepierre, said: “Our independently conducted research has confirmed to us that customers feel an enormous amount of warmth towards our brand. It has a unique, powerful heritage in our 2,400 communities, the length and breadth of the UK.”
“Our launch TV advert will showcase the excellent work of our retailers, and emphasise the relevance of the Spar offer in the modern world.
“We also know from research that customers don’t realise the full extent of the range they can buy in our stores, including some of our most successful Spar brand products. We will surprise them with what they can find at Spar whist providing them with outstanding value.”