Spar launch own-brand campaign
Print12 September 2013
Spar Ireland has launched its extension to its own-brand product range, as well as a fully integrated marketing campaign, anchored by a new TV advertisement which has gone on air. The investment is worth €1 million and will see over 50 new products added to the range over the next eight weeks. The additions will span all the major product lines and further products are set to be launched before the end of the year.
Over the past 12 months to August 2013, Spar stores have experienced double digit growth in own brand volume, and the new TV campaign entitled ‘Miniature Trees’ plays on Spar’s iconic ‘under the tree’ logo, using little trees instead of products to depict the company’s growing own brand range.
Coinciding with Spar’s 50th anniversary year, particular emphasis will be given to categories such as household, where own brand currently accounts for 30% of sales, and chilled convenience, where own-brand is growing at almost 50% year on year. The retailer has brought in a number of new suppliers including Town of Monaghan Co-Op, Green Farm and Hogan Farm who will provide new products including yogurts, crumbles and pre-packed sliced meats.
Commenting on the latest campaign for Spar, Suzanne Weldon, marketing and communications director at BWG Foods said: "Spar has been at the forefront of own-brand development over the last few years and continues to lead the way in the convenience sector. We wanted the campaign and the new TV advertisement in particular, to reflect the ongoing development and popularity of our high quality and great value own-brand range which gives Irish customers access to the best of local Irish products as well as exclusive international lines. Last year, we invested in a major new nationwide supply chain for chilled and fresh produce with Donnelly Fruit & Veg and this is having a direct impact on the growth we are experiencing in own brand and the opportunities it presents for Irish suppliers."
According to Nielsen, penetration of own-brand (including ‘exclusive’ alcohol) in the convenience market in the past 12 months to August 2013, is approximately 9.5%, with Spar outperforming this figure and expected to accelerate further growth.
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