Spar is to celebrate 50 years of retailing in the UK with its biggest-ever promotion.
The group will run the Golden Deals initiative over two six-week trading periods. The first will kick off on 7 June while the second will run from 30 August.
The deals are designed to reward customer loyalty, drive volume and influence shoppers' price perception.
All Spar retailers will also receive a birthday party pack to help host a party with staff and customers during the first week in September.
Spar will be hosting a birthday party of its own in London on 22 September, bringing together head office staff, guild members, its regional distribution companies and many of its retailers.
Meanwhile, Spar has linked up with the Woodland Trust to launch Rooted in the Community, the planting of more than 2,700 trees - one for every Spar in the UK.