Spar is upping the ante as it seeks to become the biggest and best convenience brand in the UK and to stay one step ahead of its multiple rivals.
A series of initiatives has been designed to help improve customer perceptions of the Spar brand and to talk to its most profitable customers: women with children from all social backgrounds and 24 to 45-year-old C2DE men.
“We need to fulfill their convenience requirements and strengthen the brand,” said marketing director Susan Darbyshire as the symbol group this week unveiled plans to members of the regional Spar guilds.
The group is to spend £1.8m on TV and radio over the next 12 months, with three bursts this
June, December and February 2005. For June the focus is on targeting the most profitable males through a tie up with Euro 2004.
Product and price ads will be seen by an average of 15.1 million viewers on ITV, C4, C5, GMTV and satellite. These will drive the message of value and sales of beer, snacks and ready meals with the strapline ‘In life you can’t always get what you want but at Spar you always get what you need’.
Spar has also tied up with Talksport radio, the official commercial radio station for Euro 2004 which has 2.2 million listeners of which 73% are men. Spar will feature on the breakfast show with a four-week promotion around key matches, as well as having branding on Talksport.net.
In February it moves to TV sponsorship for the first time in a deal with GMTV to directly target women. A bespoke series of features called Minute TV will run for 10 days, sponsored by Spar, and will include topics such as top tips to make life easier. This will hit 5.6 million viewers a day.
Spar is also launching a free live instore radio service. The only cost to retailers is the £50 per speaker licence fee. The cost to an average store is estimated at £100-£150. “It will have seasonal and topical messages,” said advertising and promotions manager Simon Fisher.
Other initiatives include testing new small and large store formats, ongoing development of the millennium store, new visual merchandising ideas for fresh, bread/cakes and fruit and vegetables and a clampdown on store standards.
A series of initiatives has been designed to help improve customer perceptions of the Spar brand and to talk to its most profitable customers: women with children from all social backgrounds and 24 to 45-year-old C2DE men.
“We need to fulfill their convenience requirements and strengthen the brand,” said marketing director Susan Darbyshire as the symbol group this week unveiled plans to members of the regional Spar guilds.
The group is to spend £1.8m on TV and radio over the next 12 months, with three bursts this
June, December and February 2005. For June the focus is on targeting the most profitable males through a tie up with Euro 2004.
Product and price ads will be seen by an average of 15.1 million viewers on ITV, C4, C5, GMTV and satellite. These will drive the message of value and sales of beer, snacks and ready meals with the strapline ‘In life you can’t always get what you want but at Spar you always get what you need’.
Spar has also tied up with Talksport radio, the official commercial radio station for Euro 2004 which has 2.2 million listeners of which 73% are men. Spar will feature on the breakfast show with a four-week promotion around key matches, as well as having branding on Talksport.net.
In February it moves to TV sponsorship for the first time in a deal with GMTV to directly target women. A bespoke series of features called Minute TV will run for 10 days, sponsored by Spar, and will include topics such as top tips to make life easier. This will hit 5.6 million viewers a day.
Spar is also launching a free live instore radio service. The only cost to retailers is the £50 per speaker licence fee. The cost to an average store is estimated at £100-£150. “It will have seasonal and topical messages,” said advertising and promotions manager Simon Fisher.
Other initiatives include testing new small and large store formats, ongoing development of the millennium store, new visual merchandising ideas for fresh, bread/cakes and fruit and vegetables and a clampdown on store standards.
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