Convenience store group Spar has begun a new online marketing campaign, which includes fresh website content, social media competitions and digital newsletter incentives.

Dubbed Spar's #HappyDays, the campaign is part of the retailer's continued focus on attracting a younger audience to its shops and website.

Much of the increase in promotional activity centres on drawing attention to a new recipe section on the company's website, but competitions that offer customers the chance to win a picnic basket, trampoline and giant garden games have been launched to boost engagement with shoppers.

Consumers who sign up to the Spar e-newsletter between now and 12 August will also be able to benefit from a saving of up to £50 on Haven summer breaks. Other incentives to connect with the brand will be pushed throughout the summer, via Facebook and Twitter.

Spar is running a digital marketing campaign this summer to draw attention to a range of new products

Laura McNally, Spar UK's senior marketing manager, commented: "The #HappyDays campaign provides inspiration for things to do this summer, as well as great ideas for food and drink perfect for any weather.

"All this online activity represents fun and nostalgia for kids and grown-ups alike, and is a chance to take adults back to the happy times they experiences in the summer months as children."

In addition, Spar has teamed up with the NHS to support the health body's Change4Life campaign, which urges children to get out and be active during the summer months.

McNally added: "[The marketing campaign] will also encourage customers to ditch the iPads and X-boxes and get active, showing our support for a healthier lifestyle for children."

Also expected to launch at Spar this summer is the option for customers to purchase goods via Apple Pay. Managing director of the retailer, Debbie Robinson, told delegates at last week's British Retail Consortium Symposium that early investment in contactless payment technology across its estate has enabled the business to be an Apple Pay launch partner.

Apple is set to unveil the launch of its mobile payments service in the UK in July. Robinson also indicated that Spar will continue to monitor trends in technology to ensure it keeps up to date with how customers want to conduct their shopping journeys.

She suggested that the implementation of contactless payment throughout Spar's stores has improved the productivity and profitability of its retailers, hinting that "in the future you won't have to check out in the traditional way" as mobile and biometrics play a larger role in transactions.