Spar stores in Scotland will focus on Scotland’s unreliable weather
A multi-faceted marketing campaign will run using POS, digital, radio, social and PR to promote the deals.
Spar Scotland is bringing the summer spirit to stores across Scotland with the launch of its Big Deals of Summer (BDOS) campaign.
The push will run through June, July and August, using Scottish humour about the unreliable weather to promote that Spar still has deals regardless of what it’s like outside.
Launching in all Spar stores in Scotland, the campaign run features summer deals across all core convenience categories.
Spar stores in Scotland will receive a comprehensive point-of-sale kit to create maximum in-store impact. This will also be supported by branded vehicle livery, hyper-local digital activity, including Facebook posts and email marketing, Spotify audio ads, paid social media content, influencer campaigns, radio adverts and consumer PR
Paula Middleton, head of marketing at CJ Lang & Son Ltd/Spar Scotland, said: “We are delighted to launch Big Deals of Summer. The campaign is all about giving our shoppers outstanding value during the summer holiday season and supports one of Spar Scotland’s key strategic pillars – delivering value on your doorstep.
“Launching this footfall-driving marketing initiative is crucial. It helps our stores attract more shoppers, boosting sales and ensuring they make the most of the summer season. Working with major UK brands as well as local Scottish suppliers, we have built engaging in-store and digital offers designed to increase shopper frequency and grow average transaction value.”
To further engage local communities, some Spar stores will also host in-store parties, staff activities, and other interactive events to create a feel-good summer atmosphere for customers, whatever the weather.
In May, Spar launched its six month long ‘Discover Spar’ campaign, to showcase the support that CJ Lang can provide for retailers, encouraging independent retailers to attend the upcoming Spar Scotland Tradeshow in Aviemore in September.
CJ Lang & Son distributes to over 300 Spar stores across Scotland, distributing from its site in Dundee and works with over 150 suppliers across Scotland.
