Spar to focus on changing public perception

Convenience store franchise Spar is to explore new advertising channels in an attempt to change consumer perceptions of the brand.

Spar

The convenience chain is investigating both online and offline marketing avenues, including digital activity and viral games, social media, ad-funded content and TV sponsorship, as well as building up its marketing around sport, based on its long-term sponsorship of UK Athletics.

Spar UK head of marketing support Adam Margolin says he wants to make customers think: “I didn’t expect that from Spar”.

Spar is considering advertising on Spotify to make use of the music streaming service’s ability to target listeners by postcode, so that it can reach consumers surrounding its 2,600 local stores.

The chain will refresh its Summer Eating and ready meals ranges later this year with improved recipes and packaging as part of its ongoing mission to overhaul its entire own-brand offer.

As part of a three year strategy to revive its digital presence for consumers, retailers and wholesalers, Spar launched a content-driven consumer site this month with recipes, a wine guide, community sites and health and fitness information driven by the group’s tie-up with UK Athletics. The latter partnership is part of the group’s drive to challenge the assumption that convenience food is unhealthy.

The franchise group is also considering moving into non-food ecommerce to “get more value from Spar customers” through white label or affiliate operations.

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