SPAR has kicked off a new €1m cross-platform advertising campaign which focuses on the changing shopping habits of people as they travel through the various stages of life.
Showcasing the brand’s diverse and evolving offerings in line with changing consumer needs, the campaign aims to convey the message that “SPAR is the store of choice for everyone from students to busy on-the-go parents.”
According to Suzanne Weldon, Marketing & Communications Director at BWG Food, which owns SPAR Ireland: “We’re hugely excited about launching this advertising campaign as we feel it has really captured the essence of the SPAR brand. It cleverly recognises that all shoppers have their own unique needs while highlighting SPAR as a brand that is first to market with new and responsive offerings. It also supports the recent launch of our new store design that is currently being rolled out across the country. The outdoor, natural setting of the advert aligns perfectly with the look and feel of our new SPAR stores.”
Filmed on location at Cloragh Forest, Ashford, County Wicklow, the shoot took place over the course of two days. The film, created by SPAR Ireland and Publicis Dublin, was produced by Red Rage Films and shot by Enda Loughman and Mike Ahern.
Featuring 10 second, 30 second and 40 second versions, the advert will target a variety of platforms including TV, radio, online, social media, and in-store digital signage.
The new campaign follows the recent launch of a major new strategy for the SPAR brand which is aimed at radically transforming the customer experience through new pioneering retail practice innovations that place a greater emphasis on convenience such as tailoring store offerings in real-time to different periods of the day, delivering consumer facing technology solutions to cater for customers’ fast paced on-the-go needs, and providing a heightened focus in foodservice in line with growth within this market segment.
SPAR Ireland, part of BWG Foods, operates approximately 450 SPAR stores across its SPAR, SPAR Express and EUROSPAR retail formats.
Credits
WG Foods Managing Director: Willie O’Byrne
BWG Foods Marketing and Communications Director: Suzanne Weldon
SPAR Sales Director: Colin Donnelly
SPAR Marketing Manager: Helen Somerville
Creative Agency: Publicis Dublin
Business Director: Geraldine Jones
Account Manager: Meg Dalglish
Executive Creative Director: Ronan Nulty
Art Director: André Oberg
Senior Strategist: Sarah Walsh
Agency Producer: Niamh Skelly
Production:
Director: D.A.D.D.Y
Production Company: Red Rage
Producer: Paul Holmes & Gary Moore
DOP: Ivan McCullough
Online Post-production: Outer Limits
Editor: Rob Hegarty
Grade: Gary Curran
Sound: Will Farrell, ScreenScene
