SPAR Better Choices

SPAR invests over €1 million in new SPAR Better Choices Advertising Campaign starring Seamus Coleman and Claudine Keane

SPAR has made an investment of over €1 million in a new advertising campaign to showcase its healthy eating initiative, SPAR Better Choices. The campaign includes the launch of two separate ads, one featuring Republic of Ireland football captain Seamus Coleman and the other featuring model and mum-of-two Claudine Keane.

SPAR Better Choices with Seamus Coleman & Claudine Keane

The core theme of the SPAR Better Choices initiative is about having the power to make the right choices in order to stay healthy. This is depicted in the ads by focusing on the two stars growing up in Ireland and the choices they made in their lives. It shows a number of scenarios where Seamus had the opportunity to make the wrong choices growing up, which would have resulted in his life turning out very differently. Similarly with Claudine’s ad, it shows some of the questionable choices she made as a young girl both with her fashion and make-up choices and even choice of boyfriends. However, in the end both Seamus and Claudine made better choices, which led to the lives they live today. It is hoped that the ads will inspire people to make positive food choices in their lives and with this new initiative, SPAR is making it very easy for people to do this.


Eating on-the-go has traditionally meant limited choice on healthy options. In response to changes in Irish consumers’ lifestyle choices, the brand has launched SPAR Better Choices to ensure eating on-the-go doesn’t mean compromising on health and wellbeing. The initiative also caters to customers with varying nutritional needs with low fat, high protein, and gluten free products on offer.

SPAR has partnered with dietitian Ellen Roche, to research and carefully select which products to include in the range. A member of the Irish Nutrition and Dietetic Institute, Ellen has spent many months working with SPAR on the Better Choices range, which sees all products highlighted in stores with the SPAR Better Choices signage to offer customers guidance on choosing the best foods for their lifestyle while on the move. Snack favourites under SPAR Better Choices include fruit pots, rice cakes and yoghurts.