SPAR UK has launched a consumer-facing summer initiative, underpinned by new research that revealed a powerful behavioural insight: 84% of men would rather spark up the BBQ than open up about their mental health. The family-owned wholesaler A.F.Blakemore, operating the SPAR brand under license in Wales, Central and Southeast England, supported the development of this initiative.

The initiative, titled ‘SPARk Up the Conversation’, is a seasonal campaign designed to reframe summer food rituals as opportunities to drive deeper connections in communities. This initiative, titled love summer moments, builds on the SPAR brand’s continued investment in nurturing local neighbourhoods, creating mental health awareness and supporting local communities.

“With SPARk Up the Conversation, we wanted to celebrate what makes summer special – great food, good company, and spontaneous moments – but also highlight how those small rituals can unlock something more meaningful,” said Sarah Ellis, Group Marketing Director at A.F. Blakemore.

“We were struck by the insight that 84% of men would rather light the BBQ than talk about how they’re feeling. If we can use that as a catalyst to spark connection and care, then we’re doing more than just selling burgers – we’re building stronger communities. That’s why we’ve partnered with Colin Jackson – he brings a genuine passion for mental wellbeing and a trusted voice that resonates with audiences nationwide.”

Colin Jackson CBE is Campaign Ambassador

To drive message impact and visibility, world champion sprinter and mental health advocate Colin Jackson CBE is the face of the campaign. His role as ambassador reinforces the campaign’s commitment to emotional wellbeing – particularly among men, who are statistically less likely to seek support. “I’m really proud to be part of SPARk Up the Conversation,” said Colin Jackson.

“It’s such a simple idea – turning time around the BBQ into a chance to check in with the people around you. It doesn’t need to be serious or staged – just real, honest moments where we feel safe enough to share what’s going on. Those moments can make a real difference,” he added.

Turning summer rituals into retail relevance

The campaign will run throughout the summer across digital and community channels, supported by seasonal food promotions, local activations and media support.

With SPAR stores in the UK positioned in the heart of neighbourhoods, the brand is encouraging customers to make the most of spontaneous summer moments – whether that’s a quick BBQ with friends, a picnic in the park or a casual chat with their local retailer.

Source: A.F. Blakemore & Son Ltd

Read more about SPAR UK

About SPAR UK

The United Kingdom became a SPAR member in 1956 when SPAR International granted a licence to utilise the SPAR brand to a group of independent wholesalers. There are five regional organisations in the UK, continually building the brand’s presence. A central office in London provides national marketing and buying services for the group. SPAR in the UK comprises independently owned and licensed retailers as well as company-owned stores.