Following its inaugural Sparbecue last summer, Spar says it enjoyed a “hugely successful” second edition of the campaign over the May bank holiday weekend.
Launched in 2018 to promote Spar’s own-label range, this year the symbol group sent over 600 people everything they needed to host their own Sparbecue for family and friends.
Sparbecue hosts were chosen based on how close they lived to their local Spar store.
Hosts championed Spar brand products and generated social media chatter around the quality of the products using the hashtag #Sparbecue, creating organic content which has so far reached over 300,000 people.
Laura McNally, Spar Marketing Controller said: “The objective of the campaign was to drive store engagement and allow Sparbecue hosts to experience Spar. We have had a tremendous result with 83% of respondents now considering themselves a brand advocate for Spar as a direct result of the #Sparbecue campaign.”
One host added: “Several of my guests had never shopped at Spar before but now they are all going to. This is thanks to Sparbecue and the Spar food being so delicious. We loved everything from the wine, water, crisps to the amazing ribs.”