Spar re-states brand values in new marketing campaign

The new brand positioning, called “The Joy of Living Locally” is beginning this month.

Suzanne Dover, Spar’s brand and marketing director in the UK, said: “A unique characteristic of Spar is that no two stores are the same, but all are supported by a core commonality – national Spar own label products, marketing, communications, promotions and store formats.

“This allows our 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.”

Spar says it will use three new “pillars” to make its new brand positioning relevant in each store.

These are “value on your doorstep”, “nurture our neighbourhoods” and “passionate about local”.

Each of the three will have its own creative badge, be incorporated into store design and across all marketing.

A new bespoke typeface, representing the spirit of the brand positioning called the ‘Spar scribble’, will be used in-store and on all communications, together with an expanded, distinctive and complementary colour palette to the existing Spar company colours of green, red and white.

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 toolkit have been produced to aid with execution.

Dover concluded: “We have taken ‘The Joy Of Living Locally’ into research and 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.”