Spar has increased its focus on digital and social media activity as part of a £5m marketing programme for 2010-11.

The group is aiming to increase engagement with consumers through online games and competitions to drive traffic to its website. The web game 'Free Kick Fusion', which currently attracts nearly a million players a month, will be rebranded under the Spar banner.

Spar head of marketing support Adam Margolin said: "Our digital strategy is designed to drive traffic to store the most popular part of our current website is the store locator. By building a relationship with shoppers we can also potentially change their price perceptions and communicate more value."

Continuing the sporting theme, in-store campaigns under the 'Taste the Atmosphere' banner will focus on the World Cup, Wimbledon and European Athletics Championships held in July, at which Spar is one of the main sponsors.

Press advertising will support three of the strongest deals during each of the group's 17 promotional periods, and the group is also working on a sponsorship deal for a Channel 5 TV show in the autumn in which local stores provide the ingredients for quick recipes prepared by celebrity chefs.