Spar Portugal has partnered with national broadcaster SIC to feature a Spar store in one of Portugal’s most popular TV soap operas, Amor Maior.
Featuring well-known Portuguese actors and actresses, Amor Maior has a daily audience of 1.2 million viewers. The TV soap has a prime time slot, appearing Monday to Saturday at 21:30, just after the news. Each episode is 45 minutes and the Spar store appears in 90% of them.
This new marketing move by the retailer follows a similar approach in Ireland where a long running TV show, Fair City, features a Spar-branded store that is an integral part of the storyline.
According to Ricardo Cunha Lopes, marketing manager at Spar Portugal, the goal of the initiative is to build brand awareness and develop a relationship with customers. “We are using a different marketing technique to connect with our shoppers – getting inside their homes without direct advertising and promotion campaigns”, he added.
Earlier this year, Spar Portugal reached its 100-store milestone and opened a new warehouse in Alverca to meet the needs of the rapidly expanding business.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. To subscribe to ESM: The European Supermarket Magazine, click here.
