Convenience retail group Spar has rolled out a new TV ad campaign to promote a range of "on-trend" items, supported by digital marketing encompassing Facebook, Twitter, YouTube and its online newsletter service.

Part of a £3.5 million campaign, the new ads are targeted at the female shopper who is aged 20-44. After customer research into what women of that age group like to see in a man, the Spar team opted to produce marketing material that involves a husband impressing his wife with ballroom dance moves while preparing the evening meal.

The marketing on TV has been developed in partnership with Channel 4 and UKTV's entertainment channel, Watch. The activity includes sponsorship of food-related programmes on Watch for six months and three bursts of adverts on Channel 4's top 15 programmes including Gogglebox, Alan Carr: Chatty Man and First Dates.

Laura McNally, senior marketing manager at Spar, commented: "We want to surprise the consumer with the great quality Spar brand food and drink which is available on their doorsteps.

"Our focus with this campaign is on time-pressured customers who want to enjoy quality food and drink. Many of them are new audiences, so we had to find a media plan to help new groups of people discover Spar."

McNally added: "Now more than ever, retailers are fighting for extra footfall and an increase in basket spend. We firmly believe this campaign will help them do this."

Essential Retail also understands that Spar will be launching a new-look website before the end of the year, continuing the retailer's recent investment in digital activity that has been undertaken to help the business reach a younger audience and to promote own-brand ranges.

And between 1 October and Christmas Eve, Spar will be running a '12 Deals of Christmas' marketing push in association with a number of major brands such as KP Snacks and Britvic. The team will be using the #12Deals hashtag across the various social media communication platforms "to get the digital conversation going", McNally explained at a recent Spar event in east London.