Although Welsh shoppers loved SPAR’s convenience and localness, research indicated that perceived expense along with a belief that the stores had limited choice and promotions, were barriers to shopping there. This was having an impact on SPAR’s footfall and basket spend.
We created a TV campaign to encourage customers to reappraise SPAR’s role, demonstrating that its benefits go far beyond what people buy in store. TV ads brought to life a ‘Happy Chain of Events’ idea, with scenarios consumers could relate to, and with a unique animated look and feel. Point of sale collateral was created to support the campaign in store.
Post campaign research showed a considerable increase in SPAR’s ‘top of mind’ awareness for top-up shopping. 53% of those surveyed said they were more likely to visit SPAR stores as a result of seeing the TV commercials. SPAR also reported a substantial uplift in sales.