Convenience retailer Spar is preparing to launch a GBP3.7m (US$7.3m) advertising push in the UK.
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The campaign, dubbed “Sorted”, will include TV, radio and consumer press coverage along with POS support.
Cornelia Closhen, senior marketing manager said: “We are going to show consumers how Spar can plan a role in their daily lives. The campaign is based on the idea that Spar has the very thing your day needs. Sorted.”
A spokesperson for Spar told just-food that the campaign is targeting three consumer segments: “live-for-the-now parents”, “get ahead career builders” and “get ahead families”.
“These segments… are all frequent convenience shoppers,” Spar told just-food. “Another trait they all share is that they are all impulse shoppers and very busy. Therefore they have a great need for convenience in their lives and Spar is ideally placed to fulfil that need for them.”
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By GlobalDataSpar said that it is integrating the campaign with the trading calendar in order to provide a sustained presence during the whole year.
