Whilst the theme of the campaign is about being a good neighbour, it is not simply a reference to location but more importantly to involvement in communities and with consumers at an emotive level.

Five core values are highlighted in the campaign – values that are not just a part of the campaign but which are actively implemented in SPAR. The campaign’s core lies in the fact that good neighbours are close, know each other, understand each other, help each other and trust each other.

The campaign was implemented through all of SPAR Switzerland’s advertising channels – leaflets, their website, their Facebook page and in SPAR stores through shelf talkers, aisle posters and POS screens. Additionally, a radio spot was produced around the theme of the campaign.

Within the framework of the campaign, the SPAR Switzerland customer magazine was re-launched with a new name – “News from the neighbours”. Already last year, the leaflet underwent extensive redesign – increasingly focusing on lifestyle food products, detailed information on promotions, tips and hints for customers. There is also a strong emphasis on fresh food, highlighting locally sourced produce, sold under the slogan of “fresh from the neighbourhood,” with the range growing steadily.

All SPAR retailers were informed in detail about the campaign in advance, with the Store Managers and their teams being the face of the campaign. Customers recognise the values outlined in the campaign when they are shopping in SPAR.

New initiatives around the campaign are being developed and rolled out with Social Responsibility and sponsoring as core values. This is reflected in a number of activities currently ongoing including a Club sticker book and activities planned for neighbour’s day on 19 May etc.

The campaign will initially run for three years; during this period, content and implementation will be continuously developed.