Spar will add a new twist to its Shop & Win mobile promotional campaign early next year in nearly 2,000 UK stores because of the mechanism’s “phenomenal success” in August.

The summer campaign – the first time it ran – resulted in a 65% increase in basket spend among main prize winners compared with the average for the time of year, according to the symbol group.

The programme, managed by promotional strategy and shopper activation agency Blue Chip, will kick off on 5 January and run through to 15 February – once again targeting younger audiences with daily prizes supported by instant free and money-off product mobile vouchers.

Customers will win £150,000 of vouchers by playing a new touch-screen scratchcard game. And 25,000 more mobile vouchers, including date-specific vouchers will be introduced for the first time.

Some 25 brands across 17-18 suppliers will participate, including Coca-Cola, Mars, Heineken, Molson Coors and Muller.

A £500 cash prize will be offer on each of the 42 days of the promotion and the highest-redeeming store in each Spar wholesaler region will be incentivised with a £500 prize and other smaller prizes.

Television, in-store radio, social media activity, point of sale and a dedicated website will support the drive.

Andy Burt, Spar’s senior marketing manager, said: ”August’s campaign enabled Spar to connect with a younger audience and reward loyal customers, while ensuring the campaign was commercially successful.

“Our retailers got fully behind the promotion and supported it heavily in stores, which complemented the other marketing communications we implemented at the time.

“It is important that we build upon this achievement which is why we are deploying brand new features for the next phase in January.” Burt said.

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