SPAR France promotes the brand in top tourist locations

April 8, 2019 IN THE CATEGORY: Digital and Marketing

Satisfying the needs of thousands of customers on a daily basis, SPAR stores in France can be found across the country – many strategically located in major tourist locations where visitors are familiar with the brand from their home countries. In 2018, SPAR France drew on this powerful brand recognition by running promotions in some of the most touristic parts of the country.

SPAR Winter Tour

SPAR France started the year with the SPAR Winter Tour, setting up camp with SPAR-branded entertainment and relaxation areas at popular ski resorts in the French Alps. The entertainment areas included giant inflatable slides and play areas for kids, as well as dedicated photo shoot zones. Plenty of comfortable SPAR-branded deckchairs were available for skiers to relax in wearing their stylish SPAR sunglasses, handed out by the team.

As the Winter Tour moved its way through the different ski resorts, excellent brand awareness was generated for SPAR. The Tour drove traffic to the many SPAR stores in the French Alps by distributing scratch tickets to all visitors to win goodies that could be collected at the nearest SPAR store.

SPAR Summer Tour

Taking the brand to tourists in the heat of July last year, SPAR France’s Summer Tour hit some of the most popular beach resorts in the country, travelling nearly 2,000km to raise brand awareness among thousands of vacationers. Open to all and free of charge, the team set up stands of 200m2 in size, welcoming visitors with music, entertainment, giant inflatable slides and comfy deckchairs for lounging in the sun. A big hit was the rodeo surf simulator, which generated a buzz of activity.

The beach goers were also given scratch cards to win SPAR-branded goodies which could be redeemed at the nearest SPAR store. A total of 17,000 scratch cards were distributed and over 36,000 free samples were given out.

Source: SPAR France

Read more about SPAR developments in France.

About SPAR France

SPAR was introduced to France in 1955 and in the 1990s, SPAR International granted the Casino Group the licence to operate the brand. There are continual developments in relation to both the store formats and the customer offer. As a result of the scale of Casino operations, SPAR has benefited from the existing distribution network and has expanded nationwide.

Shoppers continue to favour local produce and products as well as neighbourhood stores. The SPAR concept, operated by independent retailers, fits this trend and has seen a rejuvenation of its offer.

Share article on LinkedIn