The Ultimate Product Placement with Fair City

Published on: 2011-12-05
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 RTÉ Television and SPAR Announce the Ultimate Product Placement with Fair City
Television and BWG Foods, owners and operators of the SPAR brand in Ireland, have today announced a first for RTÉ television sponsorship with an agreement to open a SPAR store on the set of Ireland's most popular home-grown soap Fair City. The agreement, which is part of an overall marketing investment of €900,000 over the next three years, will see Christy Phelan's corner shop transformed into a state-of-the-art SPAR store over the coming weeks.

Willie O'Byrne, Managing Director BWG Foods (operators of the SPAR brand),   "SPAR has been an integral part of local Irish communities right across the country for nearly 50 years now, so it seemed only natural that we would extend this presence to one of the best known local towns on Irish television. We're delighted to have reached agreement with RTÉ on what is an innovative and pioneering sponsorship for Irish television - one that will bring the SPAR brand directly to over 500,000 viewers across Ireland four times every week. We look forward to welcoming Christy to under the tree at SPAR." 

Suzanne Weldon, Marketing & Communications Director at BWG Foods added, "This new arrangement with Fair City presents SPAR with a far reaching platform for communicating with its customers in an innovative and entertaining way. This opportunity goes beyond product placement because the SPAR brand will feature as part of the storyline and script and we'll also seek to maximise marketing activity through our network of over 450 retailers. We're all extremely excited about this development and look forward to the on-screen 'store launch' in December."

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