SPAR UK launches 2019 People’s Podium campaign

June 20, 2019 IN THE CATEGORY: Community, Responsible retailing

After the successful launch of the People’s Podium campaign last year, SPAR UK is once again celebrating the diverse and unsung heroes of its local sporting communities.

This year’s People’s Podium campaign aims to drive awareness of SPAR UK’s local community credentials and amplify its core brand value of always being ‘there for you’.

Running from 13 June, the three-month People’s Podium competition kicked off with the release of a film featuring Mike Briggs, who won the People’s Podium award in 2018. The film visits his local sports centre, showing the difference the £10,000 grand prize money has made, while highlighting the kind of unsung sporting heroes who will be in with a chance of winning this year’s award.

The film aims to drive nominations of local heroes via SPAR UK’s Facebook page and website. To enter, nominators simply need to either comment on the brand’s page or fill in the entry form on the website with their nominee’s name, job and why they should win.

SPAR UK has also partnered with TV presenter, Andi Peters, who will promote the People’s Podium call-to-action through his own channels, driving nominations among the brand’s target audience.

In addition to the social-first approach, SPAR UK has also made available point-of-sale materials and creative toolkits, instore radio ads, and an employee-focused engagement strategy to support the campaign roll-out across its store network.

Laura McNally, SPAR UK Marketing Controller said: “The People’s Podium was a brilliant success last year and left us wanting to give even more back to local people who have dedicated their lives to growing and improving local sports clubs. We are very proud to support and sponsor a host of different sports and events across the UK. Our aim is to continue to connect with communities through sport via the People’s Podium and celebrate and reward our grassroots sporting heroes in the towns and villages where our stores are situated.”

The competition invites people from across the country to nominate local sporting heroes for the chance for one winner to receive £10,000 to support their local sporting initiatives. Four additional winners will each receive the sum of £2,000.

Source: SPAR UK

Read more SPAR UK news.


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.

Share article on LinkedIn