The Name Change • the brand story of SPAR • by Another CPH

SPAR

THE NAME CHANGE

Bringing SPAR back on first name terms with its customers

Bringing SPAR back on first name terms with the locals

In Denmark grocery chain SPAR is located in the small towns, threathened by depopulation and big supermarkets opening nearby. So to make them relevant again, we helped them find their story, and launched it with a surprising name change.

In Denmark grocery chain SPAR is located in the small towns, threathened by depopulation and big supermarkets opening nearby. So to make them relevant again, we helped them find their brand story ‘En af de lokale’, and launched it with a surprising name change.

With the name change we closed down 121 SPAR stores across Denmark, and replaced the logo on the front with the name of the local grocer. So people could go shopping at Thomas, Peter, Lars or Ellen. But we didn’t stop there. Their names were used on shopping bags, baskets, online and on their social media channels.

With the name change we closed down all 121 SPAR stores across Denmark and replaced the SPAR logo on the front, with the name of the local grocer. So people could go shopping at Thomas, Peter, Lars or Ellen. But we didn’t stop there. Their names were used on shopping bags, inside the shops, online and on their local social media channels!

The name change was picked up by national media, Reaching 68% of the Danish population, with an estimated PR value of 10,5 million DDK. Ending up as a question in Denmark’s most famous board
game Bezzerwisser.

The name-change was picked up by national media, local media and social media. Reaching 68% of the Danish population, with an estimated PR value of 10,5 million Ddk and a ROMI of 25. And ended up featuring as a question in Denmark’s most famous board game Bezzerwizzer.

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