SPAR: The Name Change

SPAR, an independent grocers retail chain, increased sales in Denmark by launching a campaign that reminded Danish consumers how shopping at their stores helped support local producers.

Advertiser: SPARBrand: SPARAgency: AnotherCountry: Denmark

Objectives

Background

In Denmark, SPAR is a retail chain consisting of independent grocers placed primarily in smaller towns and suburbs. Over the last years the tendency in these areas has been clear: The customers are driving to bigger towns to do their shopping and one by one the local grocers in the small-town areas have closed down.

Over a 10-year period the retail sector in Denmark has experienced a 10% decrease in total, but within SPAR's category of local grocers the decrease has exceeded 30% (Figure 1).

Figure...

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