Spar has unveiled a new UK-wide brand positioning, called The Joy Of Living Locally, aimed at celebrating its stores’ unique characteristics.

The new branding launches in Spar stores and across its digital communication channels this month. The symbol is using three pillars to help communicate the new positioning. These pillars are:

1. Value on your doorstep
2. Nurture our neighbourhoods
3. Passionate about local

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Each of these pillars will have its own distinctive creative badge, which will be incorporated into future store designs and marketing material. They intend to communicate to shoppers how Spar adds value through everyday pricing, employs local people and supports local causes, and showcases local food and drink. Retailers can use these pillars individually or as part of a broader message.

Spar is also using a new bespoke typeface called ‘Spar scribble’ which will be used in-store and on all communications, with an expanded colour palette which complements the existing Spar colours of green, red and white.

All five Spar UK wholesalers will use the new positioning and share it with their stores. Spar has also made brand guidelines, a retailer video and toolkit to help retailers.

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Suzanne Dover, Spar UK brand & marketing director, said: “Since 2020, we have looked at our brand to understand what it really means to our customers. At the same time, we have been in the middle of a pandemic, where our stores have been valued for meeting the needs of consumers for local convenience, availability of products and friendly services, when it was needed most.

“A unique characteristic of Spar is that no two stores are the same, but all are supported by a core commonality – national Spar own-label products, marketing, communications, promotions and store formats. This allows our independent retailers to build on a core framework and proposition. It ensures they can exercise their individual entrepreneurial skill and meet the needs of local shoppers in their stores.

“We saw that we needed to showcase what makes Spar unique and the meaning behind our strapline ‘There for you’ and as a result ‘The Joy Of Living Locally’ brand positioning was born.”

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