Grocery chain Spar is planning to entice shoppers back to the corner
store with a new PR campaign set to launch next week.
Clarion Communications presented credentials along with eight agencies
and pitched against Harrison Cowley and Spar’s incumbent firm Tenet PR
to win the account.
The pounds 100,000 campaign will position Spar as the convenient
shopping option, focusing on the company’s three new store formats:
Supermarket, Express and Neighbourhood.
Clarion will also launch a trade campaign targeted at Spar’s wholesalers
and 2,400 UK store owners and promote Spar’s own-label products.
Commenting on the campaign, Clarion Communication MD Shirley Soskin
said: ‘We plan to position Spar as a professional operator in the retail
trade, ensure shop owners are loyal to the Spar brand and raise
recognition and reassurance among customers.’
Soskin said the programme will not attempt to ‘take on’ supermarkets but
emphasise the neighbourhood aspect of Spar shops to a wide audience
whether it is ‘a student buying a sandwich late at night or a mother
stocking up on food’.