SPAR’s Win With Every goal promotion wins Best Shopper Campaign

10 August, 23
Together with Abraxas Marketing, SPAR’s hugely successful Win With Every Goal promotion has won Best Shopper Campaign at the Alliance of Independent Agencies Awards.

Together with Abraxas Marketing, SPAR’s hugely successful Win With Every Goal promotion has won Best Shopper Campaign at the Alliance of Independent Agencies Awards.

The campaign devised by Abraxas Marketing and implemented by James Hall & Co. Ltd, SPAR’s primary wholesaler and distributor in Northern England, won the accolade with its digital twist on the beloved office sweepstake.

The promotion took place across November and December 2022, coinciding with the biggest football tournament of the year, and SPAR’s campaign beat off competition in the awards from a host of big-name brands in the grocery retail industry.

Win With Every Goal has also been shortlisted for a second accolade at the Institute of Promotional Marketing Awards taking place in September.

Utilising a web-based app, the initiative really struck a chord with their target audience by aligning goals with instant rewards along with the prospect of winning a £10,000 grand prize.

Entrants were allocated a randomly selected country and could then decide whether to receive an instant reward whenever their team scored or conceded a goal. They were alerted via text message to claim their digital voucher reward at participating SPAR stores in Northern England.

It became James Hall & Co. Ltd’s most successful ever promotion in terms of its reward pool value, the redemption rate, and the level of participation among customers.

As well as the reward redemption rate of 22% being well above the industry average for a campaign of its type, the virtual scratch card element of the game was played a whopping 500,000 times across a seven-week period, meaning customers played the game every over 10,000 times per day.

The SPAR campaign was supported by a range of big-name brands including Coca-Cola, Mars, Britvic, Walkers, Red Bull, KP Snacks, Nestlé Confectionery, Vimto, Kellogg’s, Nescafé, Müller, Lucozade, Touch of Fruit, Batchelors, AG Barr, Weetabix, and Andrex.

Niels Dekkers, Retail Development and Marketing Director at James Hall & Co. Ltd, said: “Together with Abraxas Marketing, who provided the concept and the digital technology, we are delighted to win the Best Shopper Campaign at the Independent Agency Awards

“It was an amazing collective effort with colleagues at James Hall who put in an incredible amount of work in bringing it to life, supported by a fantastic range of products from our wonderful suppliers, and first-class implementation by our company-owned stores and independent retailers to deliver it to our SPAR customers.”

Andy Burt, Founder of Abraxas Marketing, said: “I’m thrilled to win this award. The initiative harnessed the excitement of the tournament via an innovative app that not only resonated with shoppers, but also delivered commercially for James Hall and participating SPAR stores.

“I would like to thank James Hall for their vision in embracing this truly bold campaign, and the many departments within the business for their support in delivering this initiative.”

James Hall & Co. Ltd serves a network of independent SPAR retailers and company-owned SPAR stores across Northern England six days a week from its base at Bowland View in Preston.

For more information about James Hall & Co. Ltd, please visit

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