TURNING STRATEGY INTO STORIES THAT SPARK AT
Spar
From brand refresh to social impact at Spar.
BRAND BUILDING / BRAND ACTIVATION
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 focused social strategy to strengthen Spar’s brand
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
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.
Content crafted to strengthen the Spar image on the long term
Relatable content designed to drive qualitative traffic to the website
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!
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.
“SQLI is a pleasant and reliable partner to work with. Thanks to open and constructive communication, we achieve great results together.”
— Evelien Vertommen Head of Operational Marketing Spar Colruyt Group