Independent research commissioned by Genesis indicated that while SPAR had made great strides over the past few years in customers’ perceptions of the quality and freshness of its food, there was still further opportunity. That opportunity lay in leveraging SPAR’s locally sourced credentials. Both qual and quant research identified that SPAR had something really powerful to talk about – the fact that 75% of ALL of SPAR NI’s fresh food is sourced locally. Our research told us that this would have a have a major impact on consumers’ likelihood to shop at SPAR.
We created a through-the-line campaign based on the idea of Made of Fresh, which highlighted SPAR’s dedication to fresh and local food in an innovative new way. Inspired by the fact that the local countryside is so lush and productive, we created recognisable local landscapes out of all the fresh food SPAR NI sources locally, including Scrabo Tower in the east, Carrick-a-Rede Bridge in the north, the Lakelands of the west and the rolling hills of the south, clearly demonstrating SPAR’s pride and dedication to local food and producers. The music track ‘Can you dig it?’ by The Mock Turtles reinforced the natural, earthy feel of the campaign.
This campaign has just launched so we don’t have results yet, but we can say we have a very happy client who’s already received great internal feedback.