Netherlands: Spar launches 'brands for private label' swap campaign

Dutch retailer Spar has unveiled a new marketing campaign designed to promote its own brand range, by offering consumers the chance to 'swap' branded products they have already bought for Spar private label products.

The week-long initiative, which will take place in early September under the name "Inruilweek" ("Exchange Week"), will allow Spar customers to bring selected categories of FMCG product into store and exchange it for an equivalent product from the Spar own brand range. The promotion applies even if customers have already opened their previous purchases and used some of the contents. It also covers products not purchased in Spar's chain of stores.

Susanne Kroon, Spar's commercial director, commented: "At Spar we truly believe in the outstanding quality of our Spar branded products and want our customers to experience it first hand".

"Through this initiative we want to showcase the excellence of our own brand range. Product by product we want to demonstrate that private labels can compete on quality terms with the leading brands".

Under the scheme, Spar customers will be allowed to 'exchange' a maximum of three products per week, including in categories such as peanut butter and coffee pads.

Source: Spar