Spar has partnered with four mental health charities and former Olympic athlete Colin Jackson CBE to launch its new ‘SPARk a Conversation’ campaign.
The summer initiative encourages shoppers to “open up and check in on each other’s wellbeing” and looks to turn everyday BBQs into ”moments that matter”.
Insight from Spar wholesaler A.F. Blakemore found 84% of men in the UK would rather fire up a BBQ than talk about their feelings, while 43% are more likely to open up during shared tasks like cooking.
As part of the campaign, Spar receipts nationwide will now feature a QR code that provides help and guidance when scanned.
The campaign would be supported by digital and social content and local community activity, all designed to boost summer trade while delivering “tangible community value”, said Spar.
The four mental health charities involved in the campaign are Ways for Wellbeing, Mental Health Matters Wales, Tough Enough to Care and YESS.
The partnerships “provide stores with a new way to engage customers on a deeper level that would strength brand trust, footfall, and local relevance”, said Spar.
“We’re excited to deliver a campaign that’s not only commercially strong, but emotionally resonant,” said Sarah Ellis, group marketing director at A.F. Blakemore. “It’s about turning footfall into connection, and moments into meaning. Colin brings the heart. Our charity partners bring the support. And our stores bring it home, locally.”
Colin Jackson CBE commented: “A simple ‘How are you, really?’ at the BBQ can open the door to something powerful. It’s not about big gestures, it’s about being real, and being there.”
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