SPAR
Neighbour Day
Campaign objective: To position SPAR (a leading grocery retailer) as South Africa's community champion and encourage people to drop their barricades and celebrate the value of community.
Creative Strategy: SPAR is the catalyst that brings South African communities together.
Creative Concept: We created a day to celebrate the people around us and to bring communities closer together. We called it SPAR Neighbour Day. To encourage communities to reach out to their neighbours on this day and say 'thank you' for everything they do, we launched an online video. In-store, we encouraged people to say 'hi' or 'thank you' to their neighbours next door with SPAR Neighbour Day specials and 'two for one deals'.
Results:
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Online video - over 1 million views
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Thousands of 'Great Neighbour' stories submitted on the SPAR Facebook page.
Celebrating the Legends Next Door
We asked South Africans to share their heartwarming, hilarious, and downright legendary neighbour stories on social media - and they delivered! The best stories were turned into Neighbour Day posts, spotlighting the everyday heroes who make our communities great.
Neighbour Day Specials – A Sweet Way to Say Thanks!
We’ve discounted some of South Africa's favourite sweet treats to help people spread a little kindness on Neighbour Day. Whether it’s a surprise doorstep drop-off or an invite to share a cuppa and a chat. Because a small gesture can make a big difference in your community.
In-store magic, with a sprinkle of gratitude!
Shoppers could pick up free ‘thank-you’ Neighbour Day branded pastry boxes and cards in-store, perfect for personalising their Neighbour Day goodies with a heartfelt touch.
Neighbour Day Tea Towels – A Small Buy with Big Heart
We designed limited edition tea towels just for Neighbour Day. Buy one in-store and every cent goes to a local charity chosen by your SPAR - because little acts of kindness add up.