The billboard, placed by Pezulu Outdoor Advertising on a Primedia Outdoor billboard, depicts a five-star Retail Service Rating brass plaque and features two employees polishing it.

“Everyone in the area knows the standard of food that they can get from a top store like Hobart SuperSPAR,” says Nick Daley, creative director responsible for the project at TBWA Hunt Lascaris Durban. “Our intention was to draw peoples' attention to the other side of the equation – the extremely high standard of quality, service and all round shopping experience on offer at Hobart SuperSPAR, something that differentiates them from other retailers - the same kind of service one would expect from a five-star hotel. Thus the use of the brass name plaque, underlined by their promise of five-star retail service. To add to that and to enhance the message we have two employees polishing the billboard every day.”

He adds that Hobart's SuperSPAR, situated in the Hobart's Grove shopping centre on Grosvenor Road, was also rated by Bryanston residents to exhibit excellent cleanliness, quality fresh produce, good quality fixtures, and outstanding service.

“Hobart's SuperSPAR is one of the leading outlets for the SPAR brand anywhere in South Africa,” says Mark Hedderwick, marketing director, South Rand, at SPAR. “We sometimes learn during customer interviews that there are areas of potential improvement at our retail outlets but the residents of Bryanston were almost unanimous in their approval of Hobart's. That's why we decided to be bold and reinforce what SPAR is about with the residents of Bryanston.”

Andy Anderson, MD of Pezulu Outdoor, says that the fact this billboard features real, live people differentiates it from other outdoor branding and draws attention to the message SPAR is communicating to residents in the area.

“Billboards create highly visual, immediate and rapid contact with local audiences and when you combine that with the exceptionally eye-catching statements created for Hobart's then you have a winning formula,” he says.

Retailers are increasingly under pressure to provide value to their customers and Hedderwick says that the family who owns Hobart's SuperSPAR, the same family who own Broadacres SuperSPAR, have gone to some lengths to ensure Bryanston residents get the same personal shopping experience as available at their other store.

Shopping convenience is a paramount concern, alongside freshness and quality produce.

“We are competing against the very best retailers South Africa has to offer,” says Hedderwick. “Stores like Hobart's focus on fresh produce, quality infrastructure, and a good range of products but they also bring the latest retail technologies into their stores. One such technology is electronic shelf labels, which builds trust with customers because they are assured that the price advertised on the shelf, is the price they will pay at the till. Trust may be a soft issue but in retail it is absolutely crucial.”