SPAR

SPAR

THE NAME CHANGE

THE NAME CHANGE

Bringing SPAR on first name terms with local customers

Bringing SPAR on first name terms with local customers

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

*SPAR_Navn_Torben_Web
*SPAR_Navn_Torben_Mobil
*SPAR_Navn_Hjemmeside_Web
*SPAR_Navn_Vareskiller_Web
*SPAR_Navn_Hjemmeside_Mobil
*SPAR_Navn_Vareskiller_Mobil

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 baskets, bags, online and social.

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 baskets, bags, online and social.

The name change was picked up by national media, With a reach of 68%, and an estimated PR value of 10,5 million DKK. And even ended up as a question in the 2016 edition of Bezzerwisser.

The name change was picked up by national media, With a reach of 68%, and an estimated PR value of 10,5 million DKK. And even ended up as a question in the 2016 edition of Bezzerwisser.

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