Sorted, Spar's biggest ever advertising campaign, will kick off next month with a focus on barbecue.
The £3.7m year-long campaign will integrate TV, radio, press and outdoor advertising across the country for the first time.
Spar's national ad spend has increased by £500,000 to £2.5m to support the campaign, funded by cost cuts elsewhere in the marketing budget. The rest of the budget comes from regional Spar groups, which will draw on centrally approved leaflets, outdoor and local press treatments of the campaign.
"We have to work extra hard to make sure the Spar brand is just as strong as Tesco without the kind of budget it has," said Spar UK marketing director Susan Darbyshire.
The first of four bursts of 10-second television ads will screen on 11 June on a mix of terrestrial and satellite channels. Each burst will focus on a different shopping "mission" starting with a barbecue followed by "tonight's tea" in August, Christmas-related products at the end of the year and healthy eating in March.