Challenge

We were asked by SPAR UK to create a communications platform that challenged people to reappraise the quality of SPAR brand food, in a way that made people feel more positively towards the brand. The communications platform had to perform across a dedicated food programming sponsorship on Watch & Good Food channels (10-second stings) as well as a top-program focus through a Channel 4 partnership (30-second edit).

Solution

We recognised that busy people still want gorgeous food, but they want it quickly and effortlessly. With SPAR’s top-notch products, including award-winning BBQ ribs, succulent pulled pork and Prosecco, they could indulge whenever the mood for good food took them. We created a flexible concept that celebrated ‘quick, effortless and gorgeous’, showing a man welcoming his partner home with an unexpected but effortless dance as a prelude to a fabulous spread from SPAR. We developed 8 x 10-second stings across the ‘Tasty Entertainment’ programme sponsorship and 6 x 30-second airtime ads, allowing us to focus on key products at key times across the 6-month campaign duration.

Results

This commercial has just launched so we don’t have any research results yet, but the client had to this to say: ‘The feedback we are getting in relation to our advert has been great.  It is particularly appealing to women in our target age group.  We have also had an excellent reaction to our Eli Paperboy Reed music track. It’s so catchy and noticeable. We wanted “cut through” and we believe we have got it. A month into the campaign, our sales are also ahead of projection.