Spar invests over €1 million in new Spar Better Choices campaign

Leo Crawford, chairman, Spar Ireland and group chief executive, BWG Group. with Seamus Coleman and Claudine Keane who were today announced as ambassadors for Spar's healthy eating initiative ‘Better Choices’, with Willie O'Byrne, managing director, BWG Foods

Ireland football captain Seamus Coleman and model and mum-of-two Claudine Keane feature in new Spar Better Choices ads



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30 January 2017

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Spar has made an investment of over €1 million in a new advertising campaign to showcase its healthy eating initiative, Spar Better Choices. The campaign includes the launch of two separate ads, one featuring Republic of Ireland football captain Seamus Coleman and the other featuring model and mum-of-two Claudine Keane.

The ads, which were filmed by Red Rage Films, produced by Paul Holmes and directed by Brian Durnin, were shot across a number of locations in Dublin during January.

The core theme of the Spar Better Choices initiative is about having the power to make the right choices in order to stay healthy. This is depicted in the ads by focusing on the two stars growing up in Ireland and the choices they made in their lives. It is hoped that the ads will inspire people to make positive food choices and with this new initiative, Spar believes it is making it easy for people to do so.

Speaking about the initiative, Willie O’Byrne, managing director, BWG Foods (owner and operator of the Spar brand), said Spar has “invested very heavily in our latest ad campaign”.

“We feel passionate that eating well should be a priority and that with the Spar Better Choices offering our customers can expect to find the right choice for them under the tree at Spar,’’ O’Byrne said.

While eating on-the-go has traditionally meant limited choice on healthy options, the brand’s inspiration behind Spar Better Choices was to ensure eating out of home doesn’t mean compromising on health and wellbeing. The initiative also caters to customers with varying nutritional needs with low fat, high protein, and gluten free products on offer.

Spar partnered with dietitian Ellen Roche, a member of the Irish Nutrition and Dietetic Institute, to research and carefully select which products to include in the range. For example, snack favourites under Spar Better Choices include fruit pots, rice cakes and yoghurts.

The Spar Better Choices ad campaign will be rolled out across TV from 1 February. The ads will be supported by a strong digital and social media campaign. For further information on Spar Better Choices, visit



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