SPAR: Shop & Win

About this project

Despite convenience being a growth market, SPAR still needed to continue to attract a younger, more profitable audience.

To help encourage brand reappraisal and drive basket spend we created “Shop & Win”, a national shopper marketing campaign offering customers the chance to win an iPad Air every day plus thousands of instant prizes.

Brands such as Coca-Cola and Kellogg’s provided free and money-off coupons and an extensive suite of promotional materials was created. Running in over 2,000 stores across the UK and Northern Ireland, the campaign also had social media support and an end frame tag on TV.

The campaign “considerably exceeded” SPAR’s expectations, enjoying a redemption rate of 17 per cent and delivering a 65 per cent increase in basket spend among main prize winners (against the average for the time of year).

Shop & Win won Gold for Best Use of Mobile and Silver in the Retail category at the 2015 IPM Awards.