Symbol group Spar UK has launched a £5m ad campaign to support the relaunch of its own-label range.

The campaign, which debuts nationwide this week on TV, radio, print, outdoors and online, aims to improve consumer perception of Spar’s own-label.

Spar brand director Susan Darbyshire said: “We have spent a lot of time and effort in getting the Spar brand offering right, therefore in 2009/10 we want Spar to become an integral part of the consumer’s daily life, given the changing consumer spending patterns and the resurgence of own-brand.”

Spar’s present ad campaign, called Sorted, focuses on showing customers that the convenience retailer can cater for any meal occasion.

With the relaunch of its own-label, the new campaign aims to show the improved quality and breadth of range. The ad shows some of Spar’s own-label products being used for lunch and at a barbecue.

The campaign will run until October and be supported by in-store promotions.

Last month, Spar revealed that gross sales in the year to April 30 rose 11.6 per cent.