SPAR Scotland is giving retailers, suppliers and shoppers an early glimpse of its World Cup plans with the launch of a special teaser truck livery, hitting the road last month as excitement builds ahead of this summer’s tournament.
Applied to one of SPAR Scotland’s standard trailers, the new livery celebrates Scotland’s men’s national team qualifying for the World Cup for the first time in 27 years, marking a major sporting moment and a source of growing national pride.
Created in partnership with a number of supplier brands, the livery is designed as a good-luck message to the team as they prepare to take to the world stage – while also signalling that SPAR Scotland is getting ready to play its part in supporting the nation through what promises to be a huge summer.
The teaser truck is the first visible step in SPAR Scotland’s wider World Cup activity, acting as a rolling reminder that something bigger is on the way. A full World Cup campaign will follow, with extensive in-store activation and support planned across multiple marketing channels.
SPAR retailers can expect a comprehensive programme spanning in-store POS, digital and social activity, radio advertising and further vehicle branding, all designed to drive footfall, engage shoppers and help stores make the most of the heightened excitement around the tournament.
Josie Cattermoul, Trading Director at SPAR Scotland, said: “This livery is our way of sharing in the excitement that’s building across Scotland as the national team prepares for a historic World Cup. It’s a simple but visible show of support and a small teaser of the bigger plans we have in place to help our retailers make the most of what will be an incredible summer.
“We are proud to be working alongside our supplier partners to wish the team good luck, and this is just the first sign of how SPAR Scotland will be Daring to Dream with the nation in the months ahead.”
With the lorry set to travel across Scotland in the coming weeks, SPAR Scotland is using the teaser activation to build momentum early, giving SPAR retailers and brand partners a taste of what is to come as the countdown to kick-off begins.
Any supplier interested in being part of SPAR Scotland’s World Cup campaign should contact their Trading Manager at CJ Lang & Son Ltd or Gill Scott, Media Hub Partnerships Manager