Spar’s autumn TV advertising campaign has had a significant impact on sales and brand recognition, according to retailers.
The ads, which kicked off on September 30, are the first phase of a six-month £5m multimedia campaign and have focused heavily on the Italian range and the Winter Warmers ready meal range.
South West Spar retailer Clive Sheppard said sales of the Italian range soared at his Magdalene Road store in Exeter. Sales of the Pepperoni Pizza increased from 36 to 51 in the 20 days following the launch of the Italian range adverts on October 10, compared to the previous 20 days. Sales of Prosecco Brut increased from zero to 42 bottles over the same period, while Prosecco Rose sales went from one to 11.
Buckinghamshire retailer Peter Sichel has noticed a similar effect in his two stores, with the Italian range - especially the Prosecco - “moving faster” since the adverts began. “It’s had less of an effect on the Winter Warmers range,” he added. “But it’s definitely had an effect on brand recognition.”
Isle of Wight retailer John Perrett, who owns 14 Spar stores under the Honeyhill Stores group, said: “It’s about the drip of information and raising brand awareness. It’s improving the perception of our business.”