Symbol group Spar has launched an ad campaign to increase brand awareness and up own-brand sales.

The campaign will run across TV, press, radio and online, and aims to communicate its offer and the value of its relaunched own-brand range, along with the convenience of its stores.

As part of the campaign Spar has launched a digital viral game. Created by AgencyDMG, the viral game, called Shelf Sniper, gives customers a 10-level shooting game where the player has to scan Spar own-brand products that fly out from various backgrounds depicting different eating occasions, such as lunch in the office or a barbecue in the garden.

Players can redeem vouchers after completing one level and have the opportunity to take part in a prize draw to win a £1,000 cash prize.

Spar UK head of marketing support Adam Margolin said the aim of the game is to raise awareness of Spar’s key messages in a fun way. He added that the “cash prize will incentivise playing over a period of time while capturing valuable consumer data, and the vouchers will drive traffic in-store to increase basket spend and further build brand engagement”.

Spar will also relaunch its website later this year.

Spar, which operates in 33 countries, also opened its first BAA airport shop at Stansted Airport earlier this month.