SPAR UK celebrates local convenience stores with new brand positioning

January 17, 2022 IN THE CATEGORY: Own Brand and Suppliers

SPAR UK has unveiled a new nationwide brand positioning that celebrates the unique characteristics of SPAR convenience stores. In January, the new brand positioning, called ‘The Joy Of Living Locally’, launches in SPAR stores and across its digital communication channels.

Suzanne Dover, SPAR UK Brand & Marketing Director, said: “Since 2020, we have looked at our brand to understand what it means to our customers. At the same time, we have been in the middle of a pandemic. Our stores have been valued for meeting the needs of consumers for local convenience, availability of products and friendly services when it was needed most.”

Celebrating local convenience stores

A unique characteristic of SPAR is that no two stores are the same, but all are supported by a core commonality – national SPAR own brands, marketing, communications, promotions and store formats. This commonality allows independent retailers to build on a core framework and proposition. It ensures they can exercise their individual entrepreneurial skill and meet the needs of local shoppers in their stores.

“We saw that we needed to showcase what makes SPAR unique and the meaning behind our strapline ‘There for you’. As a result, ‘The Joy Of Living Locally’ brand positioning was born,” added Suzanne Dover.

SPAR UK is using three new and distinct pillars to bring the positioning to life instore:

  1. Value on your doorstep
  2. Nurture our neighbourhoods
  3. Passionate about local

Each pillar will have its own distinctive creative badge, which will also be incorporated into future store designs and across all marketing collateral. The pillars will communicate how SPAR adds value through promotional activity or everyday pricing. They will also show how SPAR nurtures neighbourhoods by employing people from local communities, supports local causes and charities, and showcases local food and producers. 

All five SPAR wholesalers are sharing the new positioning and creative expression with independent retailers and company-owned stores. Brand guidelines, a retailer video, and a toolkit have been produced to aid with execution.

Suzanne Dover concluded: “We have taken ‘The Joy Of Living Locally’ into research. Consumers love the new positioning and creative expression, saying that it is modern, progressive, and a significant step forward for SPAR in the UK.” 

“Consumers have rapidly reassessed how they have used convenience stores over the past two years, and they have told us that when we put the needs of the community at the heart of our offer, it is very motivating for them.”

Source: SPAR UK

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The UK became a SPAR member in 1956 when SPAR International granted the SPAR licence to a group of independent wholesalers. There are now five regional partners in the UK. A central office in London provides national marketing and buying services for the group. 

SPAR has led the highly competitive convenience market in the UK for many years. Always innovative, the five regional partners have continued to grow the brand. SPAR UK comprises independently owned licensed retailers and company-owned stores. These include forecourts, airports, train stations, city centres, and local neighbourhood stores.