Spar kicked off its £5m multimedia campaign this week with the launch of its first TV ad in four years and sponsorship of ITV’s Lorraine programme.
The initial ad, which aired on Thursday, focuses on Spar retailers and their importance to the local community. This will be followed next week by a second ad based around Spar’s Italian food and wine.
The ads form the first stages of a six-month multimedia campaign to push Spar own brand and will change to reflect more seasonal meals such as its Winter Warmers ready meals in November.
Next year, ads will focus on pound and Easter offerings.
“This campaign re-engages customers with the brand and encourages them to re-examine the offer,” said Spar UK MD Debbie Robinson.
She added that it was “absolutely the right time” for Spar to be advertising and building on brand awareness, following a period focused on implementing its growth strategy and ramping up the customer offer.
The multimedia campaign, supported by a social media push from next month, also features product placement on ITV’s Coronation Street. Spar branding will appear on the bus stop in the soap from January.
Spar UK head of marketing Philippe Rondepierre said: “Our launch TV advert showcases the excellent work of our retailers, and emphasises the relevance of the Spar offer in the modern world.”
The first ad appeared on Thursday at 7.15pm during Emmerdale.