Spar takes joy in celebrating local

New brand positioning launched throughout the UK

Passion for local produce is one of three pillars at the heart of the branding.
Passion for local produce is one of three pillars at the heart of the branding.

SPAR has launched a new UK-wide brand positioning that celebrates all things local.
‘The Joy of Living Locally’ brand positioning launched in Spar stores last month, with support across digital communication channels.

As part of the new brand positioning, Spar is focusing on three ‘pillars’ in a bid to set the brand’s offer apart from other convenience stores: value on your doorstep; nurture our neighbourhoods, and passion about local.

Each pillar has its own badge, and these will be incorporated into future store designs and across marketing materials.

Spar has also introduced a new bespoke typeface for its branding, which will now be used on all communications.

All five Spar wholesalers in the UK, including CJ Lang, are implementing The Joy of Living Locally.

Suzanne Dover, Spar UK brand and marketing director, said: “Since 2020, we have looked at our brand to understand what it really means to our customers.

“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.

“A unique characteristic of Spar is that no two stores are the same, but all are supported by a core commonality – national Spar own label products, marketing, communications, promotions and store formats.

“This allows our independent retailers to build on a core framework and proposition. It ensures they can exercise their individual entrepreneurial skill and meet the needs of local shoppers in their stores.

“We saw that we needed to showcase what makes Spar unique and the meaning behind our strapline ‘There for you’ and as a result ‘The Joy Of Living Locally’ brand positioning was born.”