Passion branding – How one of Hungary's leading supermarket chains launched an own-label brand using the power of sports celebrity to help drive sales
In August 2006, SPAR Hungary, part of the SPAR multi-national supermarket chain, prepared to launch its own-label bio-food range 'Natur Pur'.
The brand encapsulated 'natural, healthy and pure' attributes and was a major new product category investment for SPAR. The premium-priced products were developed to appeal to health-conscious women customer segments that regularly shop at SPAR's 168 outlets across Hungary.
Working with its creative agency D'Arcy Avenue, SPAR Hungary set out to identify an appropriate...