ABOUT

CONCEPT & EXECUTION
Each Autumn, SPAR run a ‘Your Night In’ campaign to promote their more indulgent products. Historically, the campaign has been product led, but this year the SPAR team wanted to drive consumer engagement.

Built on the insight that as humans, the way in which we do things can be unique, we created SPARsonas – nine foodie personalities that consumers would be able to identify friends, family and themselves with.

The campaign was launched across three tiers – organic & paid social, Facebook polls and a ‘Name Your SPARsona’ competition.

RESULTS
The paid social activity achieved an ROI of £12.40 ROI per £1 spent, resulting in SPARs highest ROI on paid media in 2020. The organic campaign posts had a reach 220% higher and engagements 500% higher than average posts.