SPAR is launching a summer campaign to boost distribution and raise awareness of key products in its own label range.
For the first time, SPAR is running ‘Love It & List It’, a campaign that ties in with the 60-year anniversary of the group’s own label range.
The initiative saw a group of independent retailers and wholesaler representatives get together to take part in a sampling session of 50 SPAR brand products. Over two days, the panel selected a shortlist of 15 stand-out products that will now be the focus of the summer 2019 campaign.
The 15 ‘Diamond’ products are:
- SPAR Cypriot Halloumi (RRP £2.75)
- SPAR Mixed Olives with Garlic and Chilli (RRP £2.15)
- SPAR Pasta Spinach and Pine Nut Salad (RRP £1.50)
- SPAR Assorted Mini Ice Cream (RRP £2.25)
- SPAR Lightly Salted Tortilla crisps (RRP £1)
- SPAE Hand Cooked Crisps Pulled Port (RRP £1.29)
- SPAR Tomato Ketchup (RRP 89p)
- SPAR Ventricina Salami Stonebaked Pizza (RRP £5)
- SPAR Butternut and Feta Supergrain Salad (RRP £2.50)
- SPAR Rios de los Andes Reserve Malbec (RRP £7)
- SPAR Zesty Granola Bar (RRP 90p)
- SPAR Unicorn Cupcakes (RRP £1.50)
- SPAR Carrot Broccoli Kale Layered Vegetables (RRP £1.50)
- SPAR Mixed Leaf Salad (RRP £1)
During July, participating SPAR retailers can buy these products from their local SPAR wholesaler with a further 15% reduction in wholesale price in order to incentivise and reward loyal retailers.
The Diamond lines will also be promoted in stores with their own specially designed ‘loved by us’ POS.
Joanne Cramer, SPAR UK Senior Brand Manager, said: “The aim of the Love It & List It campaign is to build on retailers’ existing loyalty to SPAR brand, and to attract new customers to try the products.
“It is a fantastic chance for all our stores to tell their customers about our great SPAR own label products – to shout about not only their great taste and quality, but their good value, too. This will help us boost the distribution of our brand range, which we are really proud of.
“We know that SPAR shoppers are considerably more likely to buy own brand than the average symbol group shopper, with 1 in 5 buying own label.
“This campaign has given our independent retailers the opportunity to work in our development kitchen with our experts. It’s about shared learning, transparency and retailer involvement in endorsing our SPAR own label products which is a huge benefit to us.”
Marketing support to back the campaign includes a retailer website, in-store radio, product barkers and social media, as well as email bulletins, briefing packs, brochures, banners, posters and internal communication.
NAM Implications:
- Courageous of SPAR to focus entire campaign on 15 products.
- But the combination of retailer involvement in the selection process and an extra 15% discount…
- …might just work (given the products are ‘exceptional’).
- Therefore branded competitors to the 15 Diamonds might usefully reassess their relative competitive appeal to SPAR retailers and consumers…
- …in case of possible missed tricks…
