The Summer of Sport campaign includes a host of promotions focusing on products such as beer, soft drinks and ready meals. Promotion will include press, radio, online and leafleting delivered to consumers' doors, with competitions offering prizes such as TVs and holidays to South Africa.
For the first time Spar has started emailing consumers who sign up through its website with details of its offer.
The campaign will run for nine weeks, taking in the European Athletics Championships in Barcelona from 26 July to 1 August, which are sponsored by Spar.
The campaign will be followed by a push that focuses on 'meal solutions' in September and promotions at Christmas and Easter. Spar is also in talks with Channel Five about sponsoring a cookery programme in which contestants are challenged to cook with ingredients found in a c-store, which could air in September. One possible name is Quick Cook Corner. The show could spawn its own Spar cookery book sold in-store as part of the group's drive to convert its stores from a CTN footing to providing ready meals and ingredients for meals.