Home Campaigns Ad of the Week Ad of the Week: SPAR Always Changing

    Ad of the Week: SPAR Always Changing

    SPAR has kicked off a new €1m cross-platform advertising  campaign which focuses on the changing shopping habits of people as they travel through the various stages of life.

    Showcasing the brand’s diverse and evolving offerings in line with changing consumer needs, the campaign aims to convey the message that “SPAR is the store of choice for everyone from students to busy on-the-go parents.”

    According to Suzanne Weldon, Marketing & Communications Director at BWG Food,  which owns  SPAR Ireland: “We’re hugely excited about launching this advertising campaign as we feel it has really captured the essence of the SPAR brand. It cleverly recognises that all shoppers have their own unique needs while highlighting SPAR as a brand that is first to market with new and responsive offerings. It also supports the recent launch of our new store design that is currently being rolled out across the country. The outdoor, natural setting of the advert aligns perfectly with the look and feel of our new SPAR stores.”

    Filmed on location at Cloragh Forest, Ashford, County Wicklow, the shoot took place over the course of two days. The film, created by SPAR Ireland and Publicis Dublin, was produced by Red Rage Films and shot by Enda Loughman and Mike Ahern.

    Featuring 10 second, 30 second and 40 second versions, the advert will target a variety of platforms including TV, radio, online, social media, and in-store digital signage.

    The new campaign follows the recent launch of a major new strategy for the SPAR brand which is aimed at radically transforming the customer experience through new pioneering retail practice innovations that place a greater emphasis on convenience such as tailoring store offerings in real-time to different periods of the day, delivering consumer facing technology solutions to cater for customers’ fast paced on-the-go needs, and providing a heightened focus in foodservice in line with growth within this market segment.

    SPAR Ireland, part of BWG Foods, operates approximately 450 SPAR stores across its SPAR, SPAR Express and EUROSPAR retail formats.


    WG Foods Managing Director: Willie O’Byrne

    BWG Foods Marketing and Communications Director:  Suzanne Weldon

    SPAR Sales Director:  Colin Donnelly

    SPAR Marketing Manager: Helen Somerville

    Creative Agency: Publicis Dublin

    Business Director: Geraldine Jones

    Account Manager:  Meg Dalglish

    Executive Creative Director: Ronan Nulty

    Art Director:  André Oberg

    Senior Strategist: Sarah Walsh

    Agency Producer: Niamh Skelly


    Director:  D.A.D.D.Y

    Production Company: Red Rage

    Producer: Paul Holmes & Gary Moore

    DOP:  Ivan McCullough

    Online Post-production:  Outer Limits

    Editor:  Rob Hegarty

    Grade:  Gary Curran

    Sound:  Will Farrell, ScreenScene

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