Spar footfall climbs following TV campaign launch

Spar UK says it has seen a 4% increase in basket spend since the start of its TV campaign, combined with a reversal of a negative trend in footfall.

One outstanding success, says the symbol group, was its Italian range advertised in October, which has since more than doubled in retail sales compared to 2012.

During the six week campaign, the featured Spar Italian wines generated sales 40% higher than in the same period the previous year, while Perlezza Prosecco, which was in 92% distribution, exceeded its previous summer sales peak by 47%.

Philippe Rondepierre, Spar UK 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. We are already looking forward to our 2014-15 campaign, which will benefit from the experience gathered in the current year.

“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,” he added.

Spar is back on TV now until February 28, advertising numerous “round pound” deals on a selection of beer, cider and grocery items.

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