Spar’s TV adverts yielded a 4% increase in basket spend and a surge in own brand sales during the campaign last autumn, new figures reveals.
The Spar Italian range performed especially well during the six-week campaign from 3 October 2013, with Spar Italian wines up 40% on the same period the previous year. Perlezza Prosecco, which was in 92% distribution, exceeded its previous summer sales peak by 47%.
The recently-relaunched Winter Warmers range also benefited from the TV adverts, with a like-for-like sales rise of 63%. The advertising also drove sales of the traditional ready meals category by 11.5%.
Philippe Rondepierre, Spar’s head of marketing, said: “We are delighted with the results from our media campaign so far, and it’s fantastic to see the effort that our regional wholesalers and retailers have all put in to making the campaign a success.
“The campaign led to our best footfall performance in several months. We know we can drive sales even harder as the campaign continues its roll out this year, so we are looking forward to the next review.”
South West Spar retailer Clive Sheppard said sales of the Pepperoni Pizza increased from 36 to 51 at his Magdalen Road store in Exeter in the 20 days following the launch of the Italian range adverts on 10 October, compared to the previous 20 days. Sales of Prosecco Brut increased from zero to 42 bottles over the same period.
Spar is currently back on TV until 28 February, advertising numerous round pound deals on a selection of beer, cider and grocery items.
A Spar poster is also displayed on the bus stop outside Dev’s shop in Coronation Street until 28 February.