Spar, the UK’s leading convenience store group, has appointed global socially led creative agency We Are Social as its UK social media agency.

We Are Social will manage the social brand strategy and content development for Spar in the UK, with a view to building its community and enhancing its reputation on social channels. The agency will work closely with Spar’s in-house digital team, with a focus on producing creative content and robust measurement of its effectiveness.

Michael Lawless, Spar's brand and marketing director says, “The Spar brand is a well-established household name. We’ve undertaken a number of audience studies into where our existing and future consumer-base lies, and now want to ensure this is reflected in our online presence. This is particularly true for social media – it’s an increasingly important communications channel for us. We Are Social was highly recommended both creatively and strategically and has a proven track record for delivering real business results.”

Jim Coleman, UK chief executive of We Are Social, adds, “Social media is constantly developing in terms of both mass awareness and direct sales, and the opportunity for Spar to connect with consumers is huge. Spar is such a great ubiquitous brand for the consumer so we’re really looking forward to helping them take their social approach to the next level.”