Spar eyes digital sparkle with Christmas campaign

The Northern Irish arm of convenience store chain Spar launched its 'There for Christmas' festive TV advert this week, which is now being supported by digital marketing messages and outdoor advertising.

Having aired for the first time during the screening of the Royal Variety Show on UTV on Monday, the video can now be viewed across the retailer's social media channels on Facebook (SPAR NI), Twitter (@SPARNI) and via the hashtag #SPARkle.

Spar has splashed out £350,000 on its Christmas campaign, as part of its £3 million marketing budget for the whole year.

The ad was filmed at the Lambeg, Lagan Valley, Knock Road, Belfast and Hillsborough Spar stores, and uses Chris Rea's seasonal classic 'Driving Home for Christmas' as its musical backdrop. The ad was locally produced by Genesis Advertising, which is based in Belfast.

Paddy Doody, sales and marketing director at Henderson Wholesale, which owns and operates the Spar franchise in Northern Ireland, commented: "We know that having an emotional connection with shoppers really matters and this Christmas we've decided to move away from traditional tactical television ads with a bigger focus on what people really love about Christmas, to add a new dimension to our brand and bring our customers even closer.

"We believe the approach is unique in the local convenience market. The ad shows how much people cherish being home at Christmas with their friends and families and how many travel far and wide to get there."

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Genesis Advertising