SPAR
The name change
Spar
En af de lokale
New brand platform and launch campaign
Changing name from SPAR to thelocal grocer
Changing name from SPAR to the local grocer
New brand platform and launch campaign
THE CHALLENGE
SPAR was threatened by depopulation and big supermarkets opening in the local areas.
THE SOLUTION
We created the brand platform 'En af de lokale' and launched it with a surprising name change, where we closed down all 121 SPAR stores across Denmark, and replaced the storefront logos with the names of the local grocers. So, people could go shopping at Thomas, Peter, Lars or Ellen. Reminding people that SPAR is the local store in their hometown.
THE RESULTS
The campaign reached 68% of Danes through PR creating earned media worth 13 million DKK. SPAR has since launch scaled from 121 to 145 shops, and has taken a clear position as the local supermarket.
THE CHALLENGE
SPAR was threatened by depopulation and big supermarkets opening in the local areas.
THE SOLUTION
We created the brand platform 'En af de lokale' and launched it with a surprising name change, where we closed down all 121 SPAR stores across Denmark, and replaced the storefront logos with the names of the local grocers. So, people could go shopping at Thomas, Peter, Lars or Ellen. Reminding people that SPAR is the local store in their hometown.
THE RESULTS
The campaign reached 68% of Danes through PR creating earned media worth 13 million DKK. SPAR has since launch scaled from 121 to 145 shops, and has taken a clear position as the local supermarket.
Do you want your launch campaign in the News?
Do you want your launch campaign in the News?
There is Another way since 2013
There is Another way since 2013
There is Another way since 2013 ©
There is Another way since 2013 ©
There is Another way since 2013 ©
There is Another way since 2013 ©
There is Another way since 2013©
Contact: maria@anothercph.com