SPAR Ireland invests over €1 million in new advertising campaign

February 14, 2017 IN THE CATEGORY: Own brand, Responsible retailing

  • The stars of the new SPAR Better Choices ad campaign, Seamus Coleman and Claudine Keane

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  • SPAR Ireland Chairman, Leo Crawford (L) and Managing Director, Willie O’Byrne (R) with the stars of the new ad campaign

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An investment of more than €1 million has gone into SPAR Ireland’s new advertising campaign to showcase its healthy eating initiative, SPAR Better Choices.

The campaign includes the launch of two adverts, one featuring Republic of Ireland football captain, Seamus Coleman, and the other featuring model and mum-of-two, Claudine Keane.

The core theme of the SPAR Better Choices initiative is about having the power to make the right choices in order to stay healthy. This is depicted in the ads by focusing on the two stars growing up in Ireland and the choices they made in their lives. It is hoped that the ads will inspire people to make positive food choices with the help of the SPAR healthy eating range.

Speaking about the initiative, Willie O’Byrne, Managing Director, BWG Foods (owners and operators of the SPAR Brand in Ireland), commented: “We have invested very heavily in our latest ad campaign in order to demonstrate our focus on the SPAR Better Choices programme. At SPAR we are committed to providing our customers with the best product offerings across our stores. We feel passionate that eating well should be a priority and that with the SPAR Better Choices offering our customers can expect to find the right choice for themselves under the tree at SPAR.’’

The SPAR Better Choices programme sees SPAR redefine its offering to customers, whatever their lifestyle or food preference may be, in response to changes in Irish consumers’ lifestyle choices. The brand has launched SPAR Better Choices to ensure that eating on the go doesn’t mean compromising on health and wellbeing. The initiative also caters for customers with varying nutritional needs with low fat, high protein, and gluten free products on offer.

SPAR has partnered with dietitian Ellen Roche, to research and carefully select which products to include in the range. A member of the Irish Nutrition and Dietetic Institute, Ellen has spent many months working with SPAR on the Better Choices range, which sees all products highlighted in stores with the SPAR Better Choices signage to offer customers guidance on choosing the best foods for their lifestyle while on the move. Snack favourites under SPAR Better Choices include fruit pots, rice cakes and yoghurts.

The SPAR Better Choices ad campaign was rolled out on 1 February. The ads are supported by a strong digital and social media campaign. Watch the video https://youtu.be/6Lv7fkvpdLw or read more about SPAR Better Choices on the website www.spar.ie