Smurfs and Spar to dispel the summertime blues
A blue army of Smurfs is all set to invade over 600 Spar stores as the retail chain launches a major promotion in advance of the launch of the hotly anticipated The Smurfs in 3D movie this summer.
The promotion will reward shoppers with collectable stickers for every £5 spent in store and these can be displayed on a special limited edition poster as the collection grows. Those people wanting to own a Smurf of their own, can get one of five marionette puppet toys for just £3.99 compared to the usual retail price of £9.99 each time they spend £5 in store. Those not of a puppet persuasion may like to collect the range of 6 glasses which can be obtained for just 99p each when £5 is spent in-store.
Spar customers will be able to enjoy a full Smurf experience as there will be a wide variety of displays and point of sale posters as well as visits from life size characters.
The promotion has been devised by specialist marketing consultancy TCC which ran an extremely successful campaign for Spar in 2010 featuring the characters from Shrek. David Ringer, General Manager UK & Ireland for TCC thinks the Smurfs are going to be an even bigger hit. He explains: “This is going to be the Summer of the Smurfs and we think children and parents alike are going to really enjoy getting involved. There are 60 different stickers to collect so we anticipate a lot of swapping and hard bartering taking place as the young and even not so young try to build a complete collection.
“It’s also a great way for Spar to reward its customers, give them some fun and value and most importantly give them a reason to keep coming back for more. The stickers glasses and puppets are only available to those who spend £5 in-store and this is a great incentive for shoppers to choose Spar for their convenience spend”.
Mark Gillett, managing director of a leading SPAR multiple and a member of the UK Spar Guild said: "We can’t wait to get the SMURF promotion started in our business! It gives us a unique selling point on our competitors and falling within the school summer holidays timing couldn’t be better. Being linked with a major film launch like this is great for the SPAR brand, and I am sure it will go down a storm with our customers. Ultimately it’s all about driving sales, and I am confident the SMURF campaign will do just that."
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