Spar's own-label Malbec to feature in "standout products" campaign
Spar’s Rios de los Andes Reserve Malbec will feature as one of 15 standout products that will now be the focus of the retailer’s summer 2019 campaign.
The summer Love It & List It campaign aims to boost distribution and raise awareness of the standout products in Spar’s own-label range.
To choose the 15 a group of independent retailers and wholesaler representatives got together to take part in a sampling session of 50 Spar Brand products over two days.
The panel chose 15 ‘Diamond’ products from this collection of 50 and these will now feature in the campaign, with products such as Spar’s Cypriot Halloumi and Spar’s Ventricina Stonebaked Pizza. The Malbec is the only alcoholic beverage to feature in the campaign.
As part of the promotion, during July, participating Spar retailers can buy these products from their local Spar wholesaler with a further 15% reduction in wholesale price in order to incentivise and reward loyal retailers. The Diamond lines will also be promoted in stores with their own “loved by us” POS.
Joanne Cramer, Spar UK senior brand manager, said: “The aim of the Love It & List It campaign is to build on retailers’ existing loyalty to Spar Brand, and to attract new customers to try the products.
“It is a fantastic chance for all our stores to tell their customers about our great Spar own label products – to shout about not only their great taste and quality, but their good value, too. This will help us boost the distribution of our Brand range, which we are really proud of.
“We know that Spar shoppers are considerably more likely to buy own brand than the average symbol group shopper, with one in five buying own label.
“This campaign has given our independent retailers the opportunity to work in our development kitchen with our experts. It’s about shared learning, transparency and retailer involvement in endorsing our Spar own label products which is a huge benefit to us.”
Marketing support to back the campaign includes a retailer website, social media and in-store radio, as well as banners, posters and internal communication.