SPAR launches new brand positioning in the UK
SAVE has uncovered a new brand positioning throughout the UK that pays homage to the individual characteristics of its convenience stores.
The new brand positioning, “The Joy Of Living Locally”, will be launched in retailer stores and across its digital communication channels in January.
New SPAR brand
SPAR UK, which invested significantly in its business last year, is using three new pillars to realize in-store positioning – “value on the doorstep”, “nurturing our neighborhood” and “burning for the local”.
According to Suzanne Dover, SPAR UK’s brand and marketing director, “We saw that we needed to showcase what makes SPAR unique and the meaning behind our ‘There for you’ strapline. As a result, the ‘The Joy Of Living Locally’ brand position was born.
“Since 2020, we have been looking at our brand to understand what it really means to our customers. At the same time, we have been in the middle of a pandemic, where our stores have been valued to meet consumers’ needs for local convenience, access to products and friendly services. when it was needed most. “
Branding creativity
Going forward, each pillar will have its own distinctive creative brand, which will also be incorporated into future store designs and all marketing materials.
The pillars aim to communicate to shoppers how SPAR seeks to create added value through marketing activities or everyday prices, nurture neighborhoods by hiring people from local communities, support local causes and charities, celebrate neighborhoods and showcase local food and producers through its passionate local pillars. , said the dealer.
In addition, a new font, called the “SPAR graffiti”, will be used in stores and on all communications, along with a complementary color palette to the existing SPAR corporate colors green, red and white.
All five SPAR wholesalers share the new positioning and expression with independent retailers and company-owned stores.
“A significant step forward”
“We have included ‘The Joy Of Living Locally’ in research and consumers love the new positioning and creative expression, and say it is modern, progressive and an important step forward for SPAR in the UK,” added Dover.
“Consumers have quickly re-evaluated how they have used convenience stores over the past two years and they have told us that when we put the needs of society at the center of our offering, it is very motivating for them.”
The new look will be launched in the SPAR stores in January with the pillar “value on our doorstep”. SPAR is collaborating with award-winning advertising agency Genesis in Belfast on the new brand positioning.
In March last year, SPAR UK announced that they are extending their partnership with Too Good to Go.
© 2022 European Supermarket Magazine. Article by Conor Farrelly. For more Retail news, click here. Click subscribe to register for ESM: European Supermarket Magazine.