SPAR UK:The Joy of Living Locally

SPAR UK just launched its new brand positioning with help from the team here at Genesis.

It was a thrill to help SPAR develop, ‘The Joy of Living Locally’, which will underpin all their activity going forward.

The new proposition is based on a core truth about SPAR – it’s formed by local communities for local communities.

A brand based in truth

You’ll find SPAR stores at the heart of tens of thousands of neighbourhoods across the UK, providing much-needed convenience and value for those who live in the area.

Many of them are also independently-owned and staffed by people from those same communities.

So it makes sense that their new positioning reinforces SPAR’s significance and role in the neighbourhood.

Connecting with customers through branding

Suzanne Dover, SPAR UK Brand and Marketing Director, said: “Since 2020, we have looked at our brand to understand what it really means to our customers.”

“Consumers have rapidly reassessed how they have used convenience stores over the past two years and they have told us that when we put the needs of the community at the heart of our offer, it is very motivating for them.”

The Joy of Living Locally will help SPAR put community first by introducing three strategic pillars: ‘Value on your Doorstep’, ‘Nurture our Neighbourhoods’ and ‘Passionate about Local’.

Genesis helped craft this strategic approach after conducting wide-reaching and in-depth research and testing, then brought the proposition to life with a suite of brand assets and tools.

A brand ready to grow

Genesis developed a new typeface and colour palette to complement the existing SPAR company colours of green, red and white.

We also produced new brand guidelines, video assets and brand toolkit.

Together, this gives SPAR’s wholesalers, independent retailers and company-owned stores a strong platform to build on and the tools they need to help the brand grow.

We can’t wait to see how this new positioning helps SPAR flourish in the next few months and years.