The national chain says the campaign is its first ever own-brand campaign. Activity embraces television, radio, national press and women’s magazines and will seek to “improve consumer perception of SPAR own brand”, according to head of marketing support Adam Margolin.
Brand director Susan Darbyshire says the retailer is bidding to benefit from shoppers increasingly moving to own brand groceries and other FMCG products.
“In 2009/10 we want SPAR to become an integral part of the consumer’s daily life given the changing consumer spending patterns and the resurgence of own brand,” she says.
She adds the retailer will follow the likes of Marks & Spencer and Sainsbury’s by “targeting” meal occasions to attract new customers and increase spend of existing customers.
Genesis Advertising created the campaign and media is being handled by Mediaedge:cia. It is due to launch in September.