SPAR NI Launches ‘Foodmarks’ to Spotlight Local Flavour and Retail Partnerships
SPAR Northern Ireland has rolled out a new integrated campaign – ‘Foodmarks’ – designed to celebrate its longstanding support of Northern Ireland’s local food and drink scene. The initiative showcases SPAR’s ties with independent retailers and the communities they serve, encouraging consumers to uncover elevated food experiences tied to local heritage and quality food sources.
The campaign highlights nine ‘Foodmark’ venues across Belfast, selected in collaboration with local food influencers, including Belfast Food Blogger and Belfast Undercover Chef. These hotspots range from vibrant delis and bakeries to artisanal cafés, all of which are stocked by or work closely with SPAR NI’s local supplier network.
SPAR’s focus on sourcing from Northern Ireland food producers is integral to its brand positioning. By emphasizing fresh, local ingredients and community-rooted operators, the campaign aims to build consumer trust and bolster footfall across SPAR stores, while supporting regional supplier growth.
“We wanted to create a platform where people can connect their everyday shopping habits with unique neighborhood food experiences,” said Bronagh Luke, Head of Corporate Marketing at Henderson Group, the company that owns the SPAR franchise in Northern Ireland. “’Foodmarks’ showcases the best of local food culture and the retailers who power it.”
Supported across BVOD, radio, outdoor, social and digital, ‘Foodmarks’ serves as both a content hub and promotional tool designed to drive community engagement. The rollout includes mouth-watering video content and local influencer endorsements, all aligned to SPAR NI’s brand values of freshness, convenience, and community connection.
Importantly for FMCG stakeholders, the campaign demonstrates a growing trend among retailers to blur the lines between grocery and gastronomy. By aligning with local venues, SPAR NI deepens customer loyalty while creating a halo effect around its own product range – especially its Northern Ireland-sourced lines. The cross-promotion between retail and local hospitality venues also reinforces mutual value-building partnerships within the FMCG ecosystem.
The ‘Foodmarks’ initiative positions SPAR NI as a key tastemaker in the regional food landscape, while reinforcing a proven business strategy: driving revenue through authentic community ties and elevated local experiences.