In a series of TV adverts aired exclusively on STV, a television channel serving Scotland, the new media campaign from SPAR Scotland focuses on six headline products.
The adverts have been aired on STV with two 20-second adverts since 26 January at a variety of times, including before and after several both popular British soap operas. Projected to reach 1,588,080 adults, on average 3.8 times across Scotland, the adverts will continue to be aired every day on the broadcast channel until 15 February 2020.
Commenting on this latest advertising investment, Colin McLean, CEO at CJ Lang and Son Ltd, said: “SPAR is the leading convenience retail brand in Scotland. We want to ensure that our marketing has real stand-out and is identifiable with shoppers.”
“Our aim is to continue driving our strategy for growth and now is the right time to put SPAR back on mainstream TV. Through the investment we have made into retail pricing, SPAR stores are now able to offer shoppers even more value on these leading brands”, he said.
SPAR Scotland is strengthening its brand collateral to increase shopper engagement. Products advertised on TV will be given strong visibility in prominent locations across all SPAR stores in Scotland complementing the increased level of value-lead promotions available in stores. The adverts feature upbeat music and focus on the SPAR brand, key products, and their price and encourage customers to visit SPAR to pick up these great offers.
Colin McLean added: “We firmly believe our new advertising will drive sales through extra footfall and an increase in basket spend. The TV adverts have been created with a view to improving consumer perception of SPAR. By focusing on these six headline products, our SPAR stores are offering shoppers credible options.”
Media support includes digital, external advertising, SPAR instore radio, and POS.
These adverts run for three weeks – with the next burst scheduled for May this year. The advert theme will remain the same, but the products will change.
About SPAR UK
The UK became a member of SPAR in 1956 when a group of independent wholesalers was granted the SPAR licence by SPAR International. There are five regional partners in the UK with strategically placed Distribution Centres in each region. A central office, located in London, provides national marketing and buying services for the group and supports the development of the brand.
SPAR has led the convenience market in the UK for many years but has faced increasing competition. Always innovative, the five regional partners have continued to grow the brand. Throughout the UK, a combination of independently-owned licensed retailers and company-owned stores can be found, spanning forecourts, airports, train stations, city centres, and local neighbourhoods.