Spar is hopeful that its new £5m media campaign will provide a shot in the arm for customer footfall and retailer recruitment when it launches this summer.

The seasonally-focused TV advertising campaign will kick off with a showcase of Spar’s new Italian range of fresh pizzas, breads, pastas and sauces, pictured here in Kevin Hunt’s Penwortham store in Lancashire.

The campaign will be supported by a bi-annual ‘magalogue’ for shoppers, as-well as in-store leaflets and point of sale, said Spar’s head of marketing Philippe Rondepierre.

The Autumn months will see Spar’s range of Winter Warmers highlighted, such as toad in the hole and chicken kiev, before embarking on an earlier than usual Christmas push to take better advantage of pre-festive sales.

It will then take a break between Christmas and December 31 to return in the New Year with a value driven campaign. “The hangover will have kicked in and people will need to save money and diet,” Rondepierre added.

“We’ll then deliver a much more relevant Easter campaign. There will be an opportunity for key branded suppliers to work with us on this,” he added.