Spar backs own-brand campaign with digital game and cash prizes

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The digital work, from Spar's newly appointed digital agency of record AgencyDMG, supports July's re-launch of the entire range of own-label products.

At the heart of the promotion is a viral game called ‘Shelf Sniper' (www.shelfsniper.com), launching on 16 September.

In the ten-level shooting game, the player has to scan Spar own-brand products on a shelf which fly out at them from various backgrounds depicting relevant eating occasions, such as a lunch in the office and a BBQ in the garden.

After completing level one, the player can enter their details to receive a £1 off voucher to redeem in-store when spending £10 or more. Players also have the opportunity to take part in a prize draw to win a £1,000 cash prize and weekly £50 cash prizes. In-store POS material designed by AgencyDMG, including shelf barkers and posters, will attempt to drive shoppers online to play the game.

The promotion is part of an integrated campaign, including TV, press and radio, aimed at communicating the quality, range and value of Spar's re-launched own-brand range. The current TV ads feature a £2 lunchtime meal deal.

The Shelf Sniper game will be followed by a new Spar website later in the year.