Celebrating the Heroes Next Door with SPAR

Our Work

Building on the success of last year’s People’s Podium award, UK retailer SPAR wanted to bring the competition back for a second year to help celebrate the diverse and unsung heroes of local community sport.

This year’s campaign invites people to nominate their ‘Hero Next Door’ for the chance to win £10k for their local sports club.

Launching today, with production from We Are Social Studios, we helped SPAR create a hero film to kick off the three-month People’s Podium campaign, featuring Mike Briggs – last year’s grand prize winner of the People’s Podium award. The film revisits his local sports centre to see the difference the £10,000 grand prize money has made, while highlighting the kind of unsung sporting heroes who will be in with a chance of winning this year’s award.

Over the course of the next three months, our team will be overseeing the social elements of the campaign through a content and community management strategy, aimed at driving nominations through SPAR’s Facebook page and website.

We’ve also enlisted the help of TV presenter Andi Peters, who will help to promote the People’s Podium call-to-action through his own channels, driving nominations among the brand’s target audience.

In addition to the social element of the campaign, SPAR also tasked us with delivering a full suite of creative assets – including point-of-sale materials and creative toolkits; in-store radio ads; and an employee-focused engagement strategy to support the campaign roll-out across its network of stores in the UK.

Throughout each stage of the campaign, the key focus – across all mediums – has been to drive awareness of SPAR’s local community credentials and amplify its core brand value of always being ‘there for you’. A concept which has shaped the narrative of the campaign across film, print and social.

The competition runs until the end of August, when SPAR will announce and surprise the grand prize winner, alongside Andi Peters, with a cheque for £10,000.