TURNING STRATEGY TO STORIES THAT SPARK AT
Spar
The goal was clear: Spar wanted us to translate this into social content that felt warm, charming and unmistakably Spar.
BRAND BUILDING / BRAND ACTIVATION
The Challenge
Launching a new brand identity on social: In 2025, Spar rolled out a refreshed brand identity and baseline: Zo smaakt plezier! The goal was clear: Spar wanted us to translate this into social content that felt warm, charming and unmistakably Spar.
This translation took shape as social storytelling, built around four simple truths: ‘daily inspiration’, ‘local specialities’, ‘joyful shopping’ and ‘coming home’.
Navigate: A new strategy
We started by defining how social could further strengthen Spar’s brand. The objective was clear and focused: build brand image, reinforce recognition, and stay top of mind without overexposing the message.
By aligning channels, audiences and creative formats, we created a structure that keeps Spar visible throughout the year and relevant in every moment.
We implemented clear targeting streams for brand building and retargeting, focusing on viewers of previous brand assets and visitors to key recipe and promotional pages. This approach provided Spar with a reliable, high-quality audience base that continues to grow month after month.
Create: Stories that spark at Spar
Across campaigns, we shifted the KPI focus towards qualitative reach, measured through Attention Reach Lift (ARL) and ARL%, ensuring the budget worked harder for attention that actually lands.
For brand building, Facebook and Instagram remained our primary pillars, with distinct age focuses per platform. Content was delivered in clear monthly waves: static assets for image reinforcement and short animations for broader reach and awareness.
Traffic campaigns followed a similar structure on Facebook, using static and carousel formats to drive high-quality visits to the website and promotional pages. Every touchpoint worked within the same flow: building awareness, strengthening recognition, and guiding people back to Spar’s essentials: inspiration, local specialities, joyful shopping and the feeling of coming home.
BRANDSTRENGHTENING
Content crafted to strengthen the Spar image on the long term
BRANDBUILDING
Content crafted to generate awareness among a broad audience
CREATE
We step into the studio during Spar’s KOOK magazine shoots and create social-first content on the spot. While the plates and recipes remain the same, we adapt the execution specifically for social channels; optimizing framing, pacing, and formats to perform natively on Facebook and Instagram.
KOOK’s appetite-driven recipe photography is produced with professional cooks on dedicated shoot days. By aligning with that production flow, we seamlessly integrate into the process and translate those beautifully plated dishes into high-quality social video content.
How we work with Spar? Smart, close and efficient!
CREATE
Extending still imagery into motion
In addition, we animate KOOK’s original recipe photos, transforming still images into light, engaging social animations that extend their lifespan across platforms. This approach ensures strong visual consistency between the magazine and Spar’s social channels, while maximizing the value of every shoot.
The result is a cost-efficient, time-saving collaboration model that keeps quality high, reduces production waste, and delivers a cohesive brand experience across both offline and online channels.
A smart collaboration model developed exclusively for Spar.
BRAND ACTIVATION
Relatable content designed to drive qualitative traffic to the website
ELEVATE
Let’s scale and grow
This profound strategy led us to a measurable impact with promising results for the further online growth of Collect&Go.
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uplift in ad recall from recurring imago campaigns
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growth in purchases via targeted activations
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higher average watch time through influencer content