Spar’s Win With Every Goal digital campaign saw 1.1 million instant rewards issued, with a Kilmarnock shopper picking up a grand prize of £10,000, as 80,000 Spar customers took part in the Euro 2024 promotion.
Spar wholesalers and distributors CJ Lang & Son Ltd and James Hall & Co. Ltd put Scottish and English rivalries aside to team up for the promotion, which ran between Thursday 6th June and Sunday 14th July.
More than 750 Spar stores participated in Win With Every Goal in 2024 and the total reward pool increased to more than £700,000.
Kenny Foster, age 54, from Kilmarnock, Ayrshire, was Win With Every Goal’s £10,000 grand prize winner in Spar Scotland’s distribution area.
To play, Spar customers spun a virtual wheel on the online app which randomly assigned them a team. They could then choose to receive an instant reward whenever their team scored or conceded a goal, redeeming their prizes at local participating Spar stores. Additionally, users could play a daily virtual scratch card for more chances to win.
Foster said: “I can’t thank you all enough for this – it hasn’t really sunk in yet! I loved playing Win With Every Goal and I got all my work mates into playing it too.
“I got Ukraine to begin with, and I had them to concede. When they got knocked out, I then got Belgium, but I think Belgium played that night and got knocked out too! I thought to myself ‘ah that’s just my luck’ – but I haven’t been so unlucky after all!”
As well as the 1.1 million instant rewards issued, inclusive of grand prize entries, there were 880,000 scratchcard plays equating to a play every 3.8 seconds. One lucky customer in the North of England and Scotland respectively also won £200 every day of the 39-day campaign.
Voucher redemptions were a strong average rate of 22% across all categories, and this is 20 percentage points higher than the industry average for paper coupon redemptions.
Win With Every Goal was developed in collaboration with Abraxas Marketing and 35 suppliers supported the campaign with products in 2024.
Paula Middleton, Head of Marketing at CJ Lang & Son Ltd, said: “With Scotland and England taking part in the biggest football tournament of the year, we felt the opportunity to be part of Win With Every Goal 2024 was too good for us and our customers to miss. We went into the campaign with enthusiasm, and I am thrilled with the outcomes which are absolutely superb.
“It is quite clear through the data we have that Win With Every Goal remained in the conscience of Spar customers right up until the end of the tournament, which is testament to the terrific rewards that were on offer throughout. Thanks to James Hall & Co. Ltd and Spar North of England for inviting us on this journey, and huge congratulations go to our £10,000 grand prize winners.”
Andy Burt, Director of Abraxas Marketing, said: “I’m incredibly proud that Win With Every Goal resonated so strongly with Spar customers. The expansion of the campaign in 2024 introduced new challenges, but these were successfully addressed through outstanding collaboration with James Hall & Co. Ltd and CJ Lang & Son Ltd.
“Additionally, our partnership with PayPoint Engage was crucial in supporting the delivery of digital vouchers. Together, we were able to deliver a fantastic campaign for Spar, achieving remarkable engagement and customer satisfaction.”
All other product suppliers who supported Win With Every Goal in 2024 were AG Barr, Ferrero, Heineken, Cadbury, Pladis, Red Bull, Lucozade, Kellanova (Kelloggs), Unilever Ice Cream, Danone, Accolade Wines, Molson Coors, Mars, KP Snacks, Asahi, Carlsberg, Diageo, Pepsico (Tropicana), Rollover, Nomadic, McCain, LSI Germany (Peperami), LWC, Fyffes, Vimto, BrewDog, Weetabix and Fox Burtons.
