SPAR unveils new brand positioning

SPAR has unveiled a new UK wide brand positioning: The Joy Of Living Locally

Celebrating the unique characteristics of SPAR convenience stores, the new campaign will be launched in SPAR stores and across its digital communication channels in January.

“A unique characteristic of SPAR is that no two stores are the same, but all are supported by a core commonality – national SPAR own label products, marketing, communications, promotions and store formats,” Suzanne Dover, SPAR UK brand & marketing director, said.

“This allows our independent retailers to build on a core framework and proposition. It ensures they can exercise their individual entrepreneurial skill and meet the needs of local shoppers in their stores.”

SPAR said it will be using three new and distinct pillars to bring the positioning to life in-store, showcasing how SPAR is different to other convenience retail brands. Everything SPAR now does as a brand will sit under one of these three pillars:

1. Value on your doorstep
2. Nurture our neighbourhoods
3. Passionate about local

Each pillar will have its own distinctive creative badge, which will also be incorporated into future store designs and across all marketing collateral.

The pillars aim to communicate to shoppers how SPAR adds value through promotional activity or everyday pricing, nurtures neighbourhoods by employing people from local communities, supports local causes and charities, celebrates neighbourliness, and showcases local food and producers through its passionate about local pillar.

A new bespoke typeface, representing the spirit of the brand positioning called the ‘SPAR scribble’, will be used in-store and on all communications, together with an expanded, distinctive and complementary colour palette to the existing SPAR company colours of green, red and white.

SPAR said its five wholesalers are sharing the new positioning and creative expression with independent retailers and company owned stores. Brand guidelines, a retailer video and toolkit have been produced to aid with execution.

“We have taken ‘The Joy Of Living Locally’ into research and consumers love the new positioning and creative expression, saying that it is modern, progressive and a significant step forward for SPAR in the UK,” Dover added.

“Consumers have rapidly reassessed how they have used convenience stores over the past two years and they have told us that when we put the needs of the community at the heart of our offer, it is very motivating for them.”

The new look launches in SPAR stores during January with the ‘value on our doorstep’ pillar. The rebranding will be supported in-store and across all marketing collateral, including SPAR digital communications.