SPAR UK wholesalers James Hall & Co. Ltd and CJ Lang & Son Ltd put English and Scottish rivalries aside to team up for the Win With Every Goal campaign which saw 80,000 SPAR customers playing and over 1.1 million instant rewards issued during the European football championships this summer.

Innovative campaign

More than 750 SPAR Supermarkets across the two regions took part in the promotional campaign. The total reward pool increased to more than £700,000 as the innovative concept returned bigger and better than before.

To play, SPAR customers spun a virtual wheel on the online app which randomly assigned them a team. They could then choose to receive an instant reward whenever their team scored or conceded a goal, redeeming their prizes at local participating SPAR stores. Additionally, users could play a daily virtual scratch card for more chances to win.

As well as the 1.1 million instant rewards issued, inclusive of grand prize entries, there were 880,000 scratchcard plays equating to a play every 3.8 seconds. One lucky customer in the North of England and Scotland respectively also won £200 every day of the 39-day campaign.

Voucher redemptions were a strong average rate of 22% across all categories, and this is 20 percentage points higher than the industry average for paper coupon redemptions.

Grand prize winners

Carys Naisbitt from Bury, Greater Manchester, and Kenny Foster, from Kilmarnock, Ayrshire, were Win With Every Goal’s £10,000 grand prize winners in SPAR North of England and SPAR Scotland’s respective distribution areas.

Kenny said: “I can’t thank you all enough for this – it hasn’t really sunk in yet! I loved playing Win With Every Goal and I got all my work mates into playing it too.”

Overall success

Niels Dekkers, Marketing and IT Director at James Hall & Co. Ltd, said: “Win With Every Goal’s return was a tremendous success and I am delighted that our colleagues at CJ Lang & Son Ltd and SPAR Scotland were able to prosper this time. It was a well-executed campaign that SPAR customers really supported, and the impressive performance statistics speak for themselves.

Paula Middleton, Head of Marketing at CJ Lang & Son Ltd, said: “With Scotland and England taking part in the biggest football tournament of the year, we felt the opportunity to be part of Win With Every Goal 2024 was too good for us and our customers to miss. We went into the campaign with enthusiasm, and I am thrilled with the outcomes which are absolutely superb.”

Source: James Hall & Co. Ltd and CJ Lang & Son

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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.