EUROSPAR is a small supermarket format. However, given its name (it’s owned by SPAR, a well-known convenience store), shoppers were unsure of what EUROSPAR actually was. Our task was to communicate a clear difference between EUROSPAR, SPAR and the big multiples, with a focus on value for money.
We created a fictional world called ‘Easy Street’, where boring household chores are made ‘supereasy’, including the grocery shopping. The TV campaign was full of warmth, fun and personality, while highlighting EUROSPAR’s value for money credentials.
Research undertaken following the launch of the campaign showed that 63% of the sample group said ’the advertising would make me more likely to shop at EUROSPAR.’ Tracking research also showed significant increases in perceived range, value for money and quality of credentials, in line with people’s perceptions of larger supermarkets.