To launch SPAR’s new brand Story: En af de lokale (One of the locals). We closed down all 121 SPAR stores across Denmark, and replaced the store front logos with the names of the local grocers. So, when we opened again the next day, people could go shopping at Thomas, Peter, Lars or Ellen. Reminding people that SPAR is the local store in their hometown.
The name change ignited the new brand platform, reaching 68% of the Danish population through national news and social media, making SPAR the local grocery chain over-night. Quite literally.