RTÉ Television and SPAR announce the ultimate product placement with Fair City

- SPAR store to open in Carrigstown this December

- BWG Foods makes overall investment of €900,000 in three year sponsorship and marketing programme

RTÉ 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.”

Speaking at the announcement, Gerry McGuinness of RTE Sponsorship said,"This is the first high profile product placement agreement for RTÉ and the biggest to date in this territory. It is a perfect example of how creativity and commerce can work harmoniously together to benefit the production process and the brand. When Fair City planned that Christy would renovate the shop and reinvent his life it was a natural opportunity to talk to appropriate retailers about becoming the shop on the Fair City Street. Of course there was huge interest in this proposal as Fair City is the most popular soap on Irish television, attracting over half a million viewers on average per episode this year. We now look forward to the characters shopping at SPAR for the next three years.”

Jane Gogan, Commissioning Editor, Drama, RTÉ Television , said:“RTÉ’s partnership with SPAR gives us a great opportunity to develop a new story for one of Fair City’s favourite characters, Christy Phelan. The SPAR presence in Carrigstown develops Fair City in the age of product placement with a real world authenticity and brings the creative and commercial imperatives of RTÉ together with SPAR in an interesting and progressive way.”

Christy’s new SPAR store is set to be unveiled as part of the series on 6 December.

There are 450 SPAR stores operating throughout the Republic of Ireland, providing employment for over 14,000 people locally and supporting many local Irish suppliers around the country. SPAR Ireland, part of the BWG Group, incorporates the three SPAR formats of EUROSPAR for family and supermarket shopping, SPAR for convenience and neighbourhood shopping, and SPAR Express for forecourt shopping.

Vit-Hit Springs into SPAR stores Nationwide following the first episode of The Apprentice

Unique Irish product available in 450 SPAR stores across the country

SPAR and low-calorie vitamin drinks manufacturer Vit-Hit have announced an exclusive partnership designed to make Irish lunchtimes even healthier as part of their joint sponsorship of episode one of this year’s The Apprentice on TV3. The companies have followed the contestants’ lead from last night's show and teamed up to create a range of lunch options for SPAR customers right across the country. The options including "the Monday Munch", "the Tuesday Treat" and "the Wednesday Wonder" include a sandwich, bap or wrap with customers' choice of vitamin enhanced drink.

According to Suzanne Weldon, Marketing & Communications Director with BWG Foods (operators of SPAR Ireland), "Our partnership with Vit-Hit on The Apprentice was prompted by a continuing desire to respond to customer requirements. At SPAR we're always looking to work closely with Irish suppliers to the benefit of our customers and our link with Vit-Hit will allow us to provide even healthier lunchtime meal options. We are also providing Irish shoppers with the opportunity to beat the Apprentices by entering our Facebook competition to create their own healthy lunch options."

Vit-Hit drinks are available in four flavours - Citrus 'Revive' with Ginseng; Berry 'Boost' with Ginseng and guarana; Mandarin Detox with Green Tea; and Green Apple 'Lean and Green' with Mate tea - and are now available in 450 SPAR and SPAR Express stores throughout the country.

Gary Lavin said: “We were delighted to partner with such a well known brand as SPAR on the first episode of this season’s The Apprentice. Through SPAR we now have access to over half a million consumers on a daily basis, which is an incredible platform for an independent Irish company.”

International runners take the honours in 10 mile park run

Spanish runner Jose Carlos Hernandez took the honours in today’s National Lottery Frank Duffy 10 mile race in the Phoenix Park. Leading the field of over 6,800 runners, the Spaniard was just 3 seconds of the course record with his time of 48:15. Anthony Ford from England came in second place with his time of 48:36, ahead of North Belfast Harriers Stephen Scullion (49:59).

Speaking after the race, the first Irish man home- 22 year old Scullion said:

“Jose and Anthony made a bit of a break for it and it was hard to decide whether to go with them or not. It’s only early yet, the Europeans aren’t until December and I knew that I was fit but you’re not maybe ready to attack races like that and ultimately today was a test of fitness, so I made the sensible decision to just run my own race and it felt good.”

The women’s race was won by Gemma Marie Steel from England in a great time of 55:04. Dundrum South Dublin’s Maria McCambridge came in second place but said that she was delighted with her time.

Speaking after the race about her return to competitive running just 11 weeks after giving birth to a baby boy McCambridge said:

“It’s been brilliant, I’ve just been dying to get back out there; my motivation is so high. I ran alot faster than I expected, Gemma is a fast athlete so I was happy to come in second today”.

Barry Minnock (Rathfarnham WSAF) claimed victory in the Dublin 10 mile road championship which was incorporated in today’s race, crossing the line in 51:40, whilst Maria McCambridge took the women’s title with her time of 56:39.

Record numbers took part in today’s race, which was the second race in the three part National Lottery Dublin Race Series. Conditions were ideal for runners; with the sun shining and a light breeze blowing throughout the morning, it was also favourable for the many spectators who lined the course around the park.

Success for Marathon Mission's Paddy Hamilton in 5 mile victory

Northern Ireland club runner Paddy Hamilton took the honours in this year's 10th annual National Lottery Irish Runner 5 mile race. Annadale Strider's Hamilton finished the Phoenix Park route in a time of 24:56, followed closely by Clonliffe Harrier's Sergiu Ciobanu (25:04) and Star of the Sea's Mark Hoey (25:07).

There was very little distance between the elite runners along the course as they lead the 6,300 plus field in a tight pack from the outset, but in the final stretch it was Hamilton who used the hill on Kyber Road to his advantage, pulling ahead for the win.

“For the first mile the wind was in my face and no-one seemed to want to take the race on and that really set the tone. It wasnt really that quick and everyone was just waiting for the last 400m and then we’d just see who was strongest.”

"When we got to the hill the three of us (Sergio Ciobana and Mark Hoey) were just looking at each other and then as soon as we got off the hill I was able to just kick it in. I was able to see where Sergio was so I was able to gauge it the whole way in so I’m happy enough.” said Hamilton.

In the women’s race, Siobhan ODoherty (Borrisokane AC) ran the fastest time of 27:53. She said she went for it straight from the start.

"I just went out as hard as I could and I didn’t know if I was going to last the entire race but luckily the last half a mile was really, really tough and it was uphill so I think that slowed a lot of people down.”

"The wind made it tough for the first couple of miles but I was lucky because I got in with a group of men and that sheltered me a little bit.”

"I’m absolutely delighted with the time because I did the Paris Marathon in April and I haven’t really been training that much since. The plan today was just to go out and run so I really am delighted!\"

Siobhan and Paddy’s winning results also offer a boost to the Marathon Mission efforts as both a members of the elite running team. Marathon Mission is an initiative by the Dublin Marathon and Athletics Ireland aimed at improving runner’s times and reviving the quality of participation at the main marathon events in the country.

Today’s race in Phoenix Park which was attended by record numbers is the first of three races in the National Lottery Dublin Marathon Race Series.

The next race in the series is the National Lottery Frank Duffy 10 mile on Saturday, August 20th, also in Phoenix Park. To enter see:www.dublinmarathon.ie

National Lottery Irish Runner 5 mile race results:

Men’s Top 3

Paddy Hamilton (Annadale Striders AC) 24:56

Sergiu Ciobanu (Clonliffe Harriers AC) 25:04

Mark Hoey (Star of the Sea AC) 25:07

Women’s Top 3

Siobhan ODoherty (Borrisokane AC) 27:53

Julie Turley (Dromore AC) 27:58

Gladys Ganiel O’Neill (North Belfast Harriers) 28:40

SPARTAN CHALLENGE – 26 MILES, 26 COUNTIES, 26 SPARTANS NEEDED

SPAR launched the 2011 “SPARTAN Challenge” to the nation today as it seeks to recruit athletes of all abilities to take part in four events with which it is an official partner – the three 2011 National Lottery Race Series events in the Phoenix Park and the National Lottery Dublin Marathon.

Building on the success of last year’s “SPARTAN Challenge” SPAR are seeking out one representative from every county in the Republic of Ireland to form a 26 strong team of SPARTANS to prepare for and compete in the 26.2 mile marathon on October 31^st.

Applications to take part in the SPARTAN Challenge are being sought from walkers, joggers and runners of all abilities from which a team of 26 Spartans will be selected by fitness guru, Karl Henry (Operation Transformation) and nutrition expert, Paula Mee who are spearheading the campaign. Those who want to join the SPARTAN team can apply online via the website www.spartanchallenge.ie or on Facebook along with the reason why they think they should make the team to take on the challenge.

Once the SPARTAN team has been selected, they will receive a fitness programme from Karl Henry, a nutrition programme from Paula Mee as well as full running equipment. When the team start their training, they will blog regularly on the SPARTAN website. The website will also include motivational, fitness and nutrition videos from the expert panel and will be updated weekly with new content so that anyone can follow the programme, even if they are unsuccessful in the selection process.

The SPARTAN judged to have most fully embraced all aspects of the challenge will win a trip for two to New York to spectate at the New York City marathon on November 6^th 2011.

Commenting on the launch of the SPAR SPARTAN Challenge, Willie O’Byrne, Managing Director, BWG Foods (owners of the SPAR brand in Ireland) said:

“At SPAR we’ve been successfully promoting leisure running in Ireland over the past number of years through our support for events including the Dublin Marathon, SPAR Great Ireland Run and the Join SPAR and Ray for 5k initiative last Spring. For us it’s a really meaningful approach to sponsorship as people aim to get out and get healthy during these tough economic times. The SPAR SPARTAN challenge really is the ultimate for fans of leisure running. Completing a marathon is a massive goal and ambition for many people and through the SPARTAN challenge we aim to make that goal a reality for people from all around the country.”

SPAR also aims to drive awareness and support for its charity of the year the 3Ts – Turning the Tide of Suicide. The 3Ts aims to heighten awareness of the problem of suicide in Ireland and to raise funds to help lower suicide rates through a dedicated helpline ‘1 Life’ (Free phone 1-800-24-7-100), research, educational support and intervention. The 1Life service is provided through a partnership involving the 3Ts and Console.

Kitchen Hero: Episode 13 "Food for a crowd"

Kitchen Hero: Episode 12 "Last Minute Fixs"

Kitchen Hero: Episode 11 "Sunday Lunch"

Kitchen Hero: Episode 10 "Birthday Party"

Kitchen Hero: Episode 9 "Gone Fishin'"

Kitchen Hero: Episode 8 "Food for Romance"

Kitchen Hero: Episode 7 "Summer BBQ"

Kitchen Hero: Episode 6 "Baking for Kids"

Kitchen Hero: Episode 5 "Asian Invasion"

Kitchen Hero: Episode 4 "Picnic for a 5 Mile Hike"

Kitchen Hero: Episode 3 "Band Reunion"

Kitchen Hero: Episode 2 "Friends for Dinner"

Kitchen Hero: Episode 1 "Surfs Up"

- Get cooking with Donal Skehan's new TV series on RTÉ sponsored by SPAR

SPAR to Sponsor New RTE Cooking Show ‘Kitchen Hero’

- New TV series featuring Donal Skehan represents €400,000 marketing investment by the brand

SPAR Ireland is to sponsor RTE’s brand new cooking programme, ‘Kitchen Hero’ hosted by Donal Skehan, representing an overall marketing investment of €400,000 by the brand. SPAR’S sponsorship of the show, which goes to air on May 16th, is to include a brand new advertising campaign featuring popular SPAR character ‘Ferg’.

Click to play the first episode

Marketing & Communications Director, BWG Foods (operators of the SPAR brand) Suzanne Weldon, said: “Kitchen Hero is an ideal partner for the SPAR brand because good food is at the heart of our business, as is convenient hassle-free shopping, and Donal’s cooking is all about good food, prepared in a hassle-free style. His recipes are designed to appeal to the at-home cook, many of whom probably frequent our stores for their ingredients.”

“As part of our sponsorship of Kitchen Hero, we have developed a brand new series of entertaining advertising stings featuring SPAR’s very own TV star ‘Ferg’, otherwise known as comedian Fred Cooke, who tries his hand at cooking with questionable success. The ads have been developed specifically with the show in mind, to reflect the fun aspect of Donal’s cooking, and with the ongoing popularity of cooking programmes amongst the Irish public we’re hoping they will hit the sweet spot with our customers,” said Weldon.

Described as ‘a cookery programme for first time cooks, students, toast burners and take-away regulars’, Kitchen Hero is presented by self-taught cook and 24 year old Donal Skehan, who has an award-winning food blog and two cook books. In the series, Donal prepares food for a surfing trip to Kerry, a home-made Chinese take-away, a romantic dinner, a birthday party, a barbeque and a band reunion.

The series has been created by TV food and travel specialists, Inproduction, who also produced Neven Maguire’s Home Chef, Clodagh McKenna’s Fresh From the Sea and Rachel Allen’s Favourite Food. All programmes, including Kitchen Hero, are directed and produced by David Hare, the company’s managing director.

Kitchen Hero goes to air on RTE One at 8.30pm Monday 16th May and will run for seven weeks. For more information, please log-on to www.donalskehan.com. The iPhone app is now available here.

There are 460 SPAR stores operating throughout the Republic of Ireland, providing employment for over 14,000 people locally and supporting many local Irish suppliers around the country. SPAR Ireland, part of the BWG Group, incorporates the three SPAR formats of EUROSPAR for family and supermarket shopping, SPAR for convenience and neighbourhood shopping, and SPAR Express for forecourt shopping.

PURDUE THRASHES MORE EXPERIENCED RIVALS - ESPANA TAKES MEN'S TITLE IN SPAR GREAT IRELAND RUN

Her victory and that of former European 5000 metres gold medallist Jesus Espana came on a magnificent day's competition with over 10000 entrants savouring the sunny conditions in Phoenix Park for the 10 kilometres race. The event organisers will be submitting an application to the IAAF for Silver Label status for the 2012 Great Ireland Run as they believe that all the required criteria may have been achieved to upgrade from bronze level. Purdue despite having ran the fastest five kilometres leg for her Aldershot club in the English National Road Relays the previous day, trounced her rivals when winning her race in a time of 32 minutes 42 seconds. The 19-year-old taking charge of the race after eight kilometres powered away to finish well clear of Gemma Steel who finished in a time of 33min 03sec with Nadia Ejjafini of Italy placing third in 33min 09sec. It was the testing pace of Ejjafini which initially destroyed the ambitions of pre-race favourite Ethiopia's Berhane Adere one of the world's greatest ever distance runners who fell away after seven kilometres and Hungary's highly experienced Aniko Kalovics who quickly followed.

Purdue in contrast always looked comfortable as the overseas visitors faded out of contention a fate which befell Ireland's s top stars Mary Cullen and Fionualla Britton whose hopes of a home victory were also dented. When Purdue the top non-African finisher at last month's IAAF World Cross Country Championships made her move, it was decisive and her razor sharp turn of pace quickly opened up a lengthy gap ahead of Steel and Ejjafini.

"The course was easier than I thought and it wasn't the plan to break away like that," said the reigning European Junior Cross Country champion who will very shortly depart for a period of high altitude training in Font Romeau, the French Pyrenees venue Paula Radcliffe uses. "At 5km I felt as if I was jogging and then at 8km I could hear everyone around me breathing heavily, so I just went."

Purdue who some believe could eventually follow in the footsteps of Radcliffe, dismissed suggestions that two hard races within 24 hours was probably too much for a 19-year-old. "It didn't affect me at all and in my head I didn't think about it," she said. "The volume of training I do prepared me for the races."

Espana produced a lethal finish in the final 1200 metres to clinch the men's title in a time of 29min 26sec ahead of Finland's Jussi Utriainen and Martin Fagan.

The Spaniard was content to follow the pace particularly when defending champion Fagan took charge in the second half of the race which saw the demise of the highly fancied Sergey Lebid of Ukraine and Portugal's Rui Silva.

With two kilometres remaining that left the host nation's Fagan in the driving seat with Espana and Utrianen determined to prevent him notching another victory.

Espana made that a definite fact when unleashing a turn of speed which saw him open a 25 metre gap within the space of the next 100m as he powered to a five seconds win from the Finn and Fagan who clocked 29min 35sec.

"I suffered a lot in the race because Martin made it hard," said Espana who failed to defend his European title in Barcelona last summer when beaten into second place by Mo Farah.

The meeting's first ever Spanish champion added: "But towards the end I started feeling good, but it was still very difficult for me to win."

Fagan who triumphed 12 months ago against domestic opposition because of flight cancellations caused by the volcanic ash disruption on travelling, declared himself happy with another podium finish.

The USA-based star, said: "It was totally different from last year where I felt I was just running against the clock. Today it was an international field."

Fagan recently returned from injury and whose immediate future aim is qualifying for the 2012 Olympic marathon added: "Off four weeks training I feel a different person. It's more than I expected."

Jedward Launch the 2011 SPAR Great Ireland Run

John & Edward call on runners to sign up to raise funds for ‘1Life’ 24 hour Suicide Prevention Helpline

Eurovision hopefuls Jedward were in Dublin today for the official launch of the 2011 SPAR Great Ireland Run which takes place on Sunday April 10th in the Phoenix Park. It is anticipated that the event will attract record numbers with 12,000 participants expected to tog out on the day.

John and Edward were on hand to encourage individuals to run on behalf of SPAR’s Charity of the Year - The 3Ts (Turning the Tide of Suicide). The 3Ts aims to heighten awareness of the problem of suicide in Ireland and to raise funds to help lower suicide rates through a dedicated helpline ‘1 Life’ (Free phone 1-800-24-7-100), research, educational support and intervention. The 1Life service is provided through a partnership involving the 3Ts and Console.” The No. 1 killer of young men in Ireland is Suicide. Over 600 people in Ireland are estimated to die through suicide annually, 1 in 6 suicide deaths are males under 25 years, or almost 1 in 4 males under 35 years.

This is the second year that SPAR has been the title sponsor of the race which is open to runners and walkers of all abilities but will also feature some of the top middle distance elite athletes from the world of athletics including national indoor 1500m champion, Mary Cullen. Former World 10k champion Berhane Adere of Ethiopia will also compete along with Irish cross country champions Joe Sweeney and Ava Hutchinson and European Junior Champion Charlotte Purdue.

Competitors can register to take part at www.greatirelandrun.org.

Commenting at the sponsorship announcement, Willie O’Byrne, Managing Director, BWG Foods (owners and operators of the SPAR brand) said:

“We’re delighted to be once again taking on title sponsorship of the SPAR Great Ireland Run and Junior Race. Leisure running in Ireland has never been so popular with the number of participants increasing under more difficult economic times. Leisure running is a very positive activity, and a low cost way to exercise, and through SPAR's support for athletics events in this country we aim to encourage people to get out to participate.

In particular I’d like to thank John and Edward for their continued endorsement of the SPAR Great Ireland Run and in helping us to raise much needed funds and awareness for our support of the 1Life Suicide Prevention Helpline. 1Life is a very important community service. As a community based retail group, SPAR retailers are pleased to support this very worthy initiative. ”

2011 marks the ninth running of the event which has grown rapidly in popularity since the first run in 2003. The event is the largest mixed 10km race in Ireland and is preceded by the SPAR Junior Great Ireland Run for participants between the ages of eight and 15.

SPAR serves up Tasty Treat on last night's The Apprentice

• ‘Winter Slice’ from Irish supplier Broderick’s warms up Bill
• Brand new Irish product to be stocked in 460 SPAR stores nationwide from today

SPAR has today announced that a brand new product from Irish supplier Broderick’s - the Chilly Brrrr Brrr Slippy Slice as featured on TV3’s The Apprentice last night - is now available in stores nationwide.

On last night’s show the Apprentices were asked to choose a product from a panel of Irish suppliers and create an innovative marketing and launch plan as part of SPAR’s ongoing Yes to Irish campaign. Team Fusion, who chose the snack bar manufactured by Barry and Bernard Broderick’s Dublin-based family business, were named winners of this week’s show after impressing the panel with their creative ideas.

Willie O’ Byrne, Managing Director, SPAR Ireland said: “The Broderick’s Winter Slice is a perfect fit with our ‘Yes to Irish’ campaign, which recognises the value that Irish consumers place in Irish-made products. SPAR’s involvement with The Apprentice this year has been extremely exciting for the brand and our retailers who were involved in selecting the winning product.”

“SPAR is an Irish company, dedicated to supporting local suppliers in the development of successful products and brands and we are delighted to add the Broderick’s products to our shelves. SPAR has a strong track-record of working with local Irish entrepreneurs to bring new products to market, lending our vast retail experience to ensure every possible chance of success,” said O’ Byrne.

Barry Broderick said: “Having our product stocked in hundreds of SPAR stores across Ireland is a dream come true for us. When you come up with a new product the biggest challenge is actually getting it to consumers. By partnering with SPAR we will be gaining access to over half a million consumers who shop in SPAR on a daily basis.”

The Chilly Brrrr Brrr Slippy Slice is available in 460 SPAR, SPAR Express and EUROSPAR stores throughout the country for €1.39.

SPAR Ireland is part of the BWG Group and incorporates SPAR for convenience and neighbourhood shopping, SPAR Express for forecourt shopping and EUROSPAR for supermarket shopping.