The TV show has a prime time slot, appearing Monday to Saturday at 21:30, just after the news. “Our goal is to build brand awareness and develop our relationship with our customers,” said Ricardo Cunha Lopes, Marketing Manager at SPAR Portugal. “We are using a different marketing technique to connect with our shoppers – getting inside their homes without direct advertising and promotion campaigns.”
This exciting new marketing move by SPAR Portugal follows a similar approach in Ireland where a long running TV show, Fair City, features a SPAR branded store that is an integral part of the storyline.
As with Fair City, Amor Maior, draws thousands of viewers each week. Featuring well-known Portuguese actors and actresses, it has a daily audience of 1.2 million viewers. Each episode is 45 minutes and the SPAR store appears in 90% of them.
SPAR Portugal works with independent retailers to grow its store network and enter new markets, whilst investing in company owned stores for independent retailer recruitment and the trialling of new SPAR products. Earlier this year, SPAR Portugal reached its 100-store milestone and to meet the needs of the rapidly expanding business, a new warehouse has opened in Alverca.
This new agreement with SIC TV is another step towards strengthening the SPAR Brand in Portugal. It will ensure greater brand exposure and increase awareness of the brand by local consumers.