Convenience store Spar has revealed a new brand positioning – ‘The Joy Of Living Locally’ – which will be launching in Spar stores and across all digital platforms later this month.
The new UK-wide brand positioning will celebrate what makes Spar stores unique, using three key messages to reflect Spar’s values and how it meets shoppers’ needs, helping the retailer communicate and engage with consumers in-store.
The messages are: ‘Value on your doorstep’ (which will be launched first), Nurture our neighbourhoods’ and ‘Passionate about local’.
“Since 2020, we have looked at our brand to understand what it really means to our customers,” said SPAR UK brand and marketing director, Suzanne Dover.
Read more: Spar launches consumer campaign across the UK
“At the same time, we have been in the middle of a pandemic, where our stores have been valued for meeting the needs of consumers for local convenience, availability of products and friendly services, when it was needed most.”
Although no two Spars are the same, Dover explained that all are supported by a core framework of own-label products, marketing, communications, promotions and store formats. This allows each store the freedom to adapt to directly meet the needs of their local community.
“We have taken ‘The Joy Of Living Locally’ into research and consumers love the new positioning and creative expression, saying that it is modern, progressive and a significant step forward for SPAR in the UK,” she added.
“Consumers have rapidly reassessed how they have used convenience stores over the past two years and they have told us that when we put the needs of the community at the heart of our offer, it is very motivating for them.”
The new branding will include a bespoke typeface, alongside a fresh new colour palette which complements the existing SPAR company colours of green, red and white.
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