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Own brand relaunch for Spar
Archived article dated Tuesday June 23rd 2009
Symbol group Spar has undergone its largest-ever own brand relaunch project, as it seeks to emphasise the difference between it and its rivals.
“This is the biggest own brand re-launch in SPAR history,” says Spar UK brand director Susan Darbyshire. “We have significantly improved the SPAR brand product quality to meet the needs of our customers today. We have enhanced our own brand ranges to reflect our customer requirements which we have tested carefully through research. In the first phase of the launch we have 150 new sku's with better ingredients, more flavour and great value.”
The re-launch is being backed by a £5m advertising spend on TV, radio, national press, women's weeklies and digital. For the first time ever all SPAR's national advertising will focus on SPAR brand and will communicate quality, breadth of range, a clear value message and convenience. A point of sale campaign will highlight changes in-store.New product categories see summer eating and lunchtime eating ranges being launched.
“Our focus is on developing those areas that our consumer research has shown customers care most about - fresh, convenient and quality meal solutions,” says Darbyshire. “Our hard work and customer-focused approach has paid off; the packaging and taste of the products is fantastic, the range meets the needs of our customers and our retailers have a SPAR brand range they can be proud of.”
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