Private Brand: The Star of the Show At SPAR

This commercial from the retailer SPAR features Private Brand in a traditional price point grocery commercial.

SPAR is the world’s largest food retailer, with approximately 14,000 stores in 35 countries worldwide. SPAR operates as a co-operative, with owners grouping together to get bulk discounts from suppliers/wholesalers. It has its headquarters in Amsterdam.

There is nothing particularly new here but it is nice to know that the idea of message frequency is alive and well.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.