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The Name Change

In Denmark grocery chain SPAR is located in the small towns and like most local shops, they are threatened by depopulation and big supermarkets opening nearby. So to launch their new brand platform: En af de locale, we closed down all 121 SPAR stores across Denmark and when we opened again, we had replaced the logo on the store fronts with the name of the local grocer, so people could go shopping at Thomas, Peter, Lars and Ellen. Reaching 68% of the Danish population through PR and social, making SPAR One of the locals over night. (http://anothercph.dk)

 

Tags: Industry: Advertising
Company: SPAR
Agency: Another CPH
Country: Denmark
Prize: Cannes
Year: 2017
Creative Concept: Retail
Type of content: Commercial
Language: English
Level: Marketing mix level - Advertising
Topics: Advertising