SPAR Greece invested €5 million in a nationwide communication campaign, 60% of which was spent on TV advertising. The campaign ran for 310 days, promoting daily deals. The focus instore is on price and value, with €5 million invested to permanently reduce the cost of 480 everyday products. In addition to this, ensuring freshness and sourcing local produce acts as a key differentiator in the market. Consumer communication was particularly successful during the campaign about the safe sourcing of meat products, aired via multiple channels. Consumers are keen to know the origin of the meat they eat and SPAR Greece has developed clear communication to do just this and to convey additional information about food safety.
Political and financial instability continue to make a considerable impact on the Greek market. Small and medium sized businesses are experiencing major difficulties in obtaining loans and overdrafts from banks. Greek enterprises are adapting to the new situation by operating in a more sustainable manner and by promoting locally sourced products.