The new campaign, which goes under the strapline 'Sorted', aims to communicate to shoppers that the local Spar store has everything they need for specific occasions such as barbecues, Halloween and 'tonight's tea'.
There are 11 themes throughout the year, including two price-focused segments for January and Easter. National TV ads, aired on a terrestrial and satellite stations, will spearhead the campaign with 10-second adverts running in four bursts of two weeks between now and April 2009, starting with 'Barbecue Sorted' on June 11.
Radio, national press and local press campaigns are also scheduled, including some tactical press advertising to capitalise on interest in specific events throughout the year.
Overall, a central office media spend of £2.5m will be topped up by about £1.2m-worth of local advertising from the group's six regional distribution companies. Some activity has already started in Northern Ireland and the North of England.
For the first time the marketing campaign has been fully integrated with the group's trading calendar, so that relevant products will be on promotion when the advertising hits. The Sorted message will also feature on in-store pos and consumer leaflets.
Spar marketing director Susan Darbyshire said: "Last year the entire organisation got behind our 50th anniversary celebrations and we wanted to build on that momentum.
"Our retailers wanted us to create a sales-building campaign and we also wanted to challenge the consumer to think of Spar for more than one or two items. By talking about occasions as well as products we hope to take shoppers to the next level of understanding about Spar."