Spar seeks unsung heroes to stand on People’s Podium

MIke Briggs

Spar has launched a social media campaign to celebrate diverse and unsung heroes in local community sport.

Building on 2018’s campaign, this year’s People’s Podium competition aims to drive awareness of Spar’s local community credentials and amplify its core brand value of always being ‘there for you’.

Running until mid-August, the People’s Podium kicked off with the release of a film featuring Dumfries-based gymnastics coach Mike Briggs (pictured), who won the competition in 2018. It revisits his local sports centre to see the difference the £10,000 prize money has made, while highlighting the kind of unsung sporting heroes who will be in with a chance of winning this year’s award. The film can be viewed on Spar’s UK social media channels.

The film aims at driving nominations of local heroes via Spar’s UK Facebook page and online at To enter, nominators simply need to either comment on the brand’s page or fill in the entry form on the website with their nominee’s name, job and why they should win.

Spar has also partnered with TV presenter Andi Peters, who will promote the People’s Podium call-to-action through his own channels, driving nominations among the brand’s target audience.

In addition to the social-first approach, Spar has also made available point-of-sale materials and creative toolkits; in-store radio ads; and an employee-focused engagement strategy to support the campaign roll-out across Spar’s network of stores in the UK.

Laura McNally, Spar Marketing Controller said: “The People’s Podium was a brilliant success last year and left us wanting to give even more back to local people who have dedicated their lives to growing and improving local sports clubs. We are very proud to support and sponsor a host of different sports and events across the UK. Our aim is to continue to connect with communities through sport via the People’s Podium and celebrate and reward our grassroots sporting heroes in the towns and villages where our stores are situated.”

The competition invites people from across the nation to nominate local sporting heroes for the chance for one winner to receive £10,000 to support their local sporting initiatives. Four additional winners will each receive the sum of £2,000.