Our challenge was to encourage shoppers to reappraise SPAR’s food credentials and the freshness of its produce in store, which would lead to shoppers re-thinking what they could buy in SPAR stores beyond ‘distress’ items.
We created unexpectedly high-end 30 and 40 second TV ads for occasions like Easter and Christmas, with lingering mouth-watering food shots made with fresh, local produce. An outdoor campaign as well as radio and press were created to support the campaign and build awareness.
YTD Retail Sales are up 2.2%. When compared to the market place, this is a very positive position (Tesco -3%, Morrisons -7% and Asda +0.1%, Sainsburys +0.2%). The campaign also caught the eye of SPAR UK, and we’ve been commissioned to produce a series of ads for them along a similar theme.