Spar is set to launch a new Winter Warmers range as part of its drive to increase own brand sales.
The new ‘taste of home’ range will feature on TV in the first half of November as part of Spar’s £5m advertising campaign. It will be launched on October 10.
The range, which includes Chicken Wrapped in Bacon and Hunter’s Chicken pricemarked at £3.50, also aims to build on Spar’s growing range of evening meal solutions and will sit alongside the existing Italian range, which is on track to exceed its £5m sales target since launch last November.
The Winter Warmers packaging has also been redesigned, with a bright and modern look.
“We’re aiming to get our proportion of own brand sales to the multiples’ standards. At the moment it’s 29%, which is above the symbol group average,” said Susan Darbyshire, Spar’s brand director. The own brand value sales within Tesco Express and Sainsbury’s Local are near 50%(Nielsen). “Own brands help improve perception and drive sales and profit,” she added.
The media campaign will consist of airtime, sponsorship, video on demand and product placement, potentially amassing a total of 450m viewings, Spar managing director Debbie Robinson said this week.
The ads will feature on ITV’s Lorraine for 12 weeks from September 30, reaching out to four in 10 housewives every morning between 8.30 and 9.30. Product placements will appear on Coronation Street, which is watched by nine million households every week.
An ‘any 2 for £4’ Italian range promotion will be advertised from October 10 to 23, and a similar promotion for Winter Warmers fill follow. Spar’s own label Prosecco will be advertised for £6, also from October 10 to 23.
Speaking at Blakemore Trade Partners’ annual Spar retail show this week, Robinson urged retailers to play their part in capitalising on the campaign. “The media exposure will increase footfall to your stores, but basket spend is up to you,” she said.