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On the About Us page, Marqt takes an activist approach: “The current food system harms our environment and the quality of our food. It has to change, but our system is pretty stuck: only together can we get it moving”. Social mission is woven into Marqt’s identity. That the brand is not satisfied with the status quo is immediately clear from the first meeting. SPAR is a Dutch supermarket chain with stores all over the world.

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The brand positions itself as the center of the neighborhood and a supermarket where everything can be found. Words such as convenience, cosy, enjoy and friendliness come to the fore. This is further apart from the Sweden Phone Number character of a brand that wants to bring about system change. If we plot this in our BSR model , the following picture emerges (see Figure 1): two brands that represent almost opposite value patterns and connect with customer groups with somewhat contrasting lifestyles. Red stands for progressiveness, curiosity and the urge for freedom and self-development. Green, on the other hand, feels more comfortable with certainty, security and safety.

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Spar and Marqt Figure 1: Positioning Marqt and SPAR in BSR model The values ​​behind the BSR model Figure 2: The values ​​behind the BSR model The method In May 2021, we divided n=300 respondents into two groups. Group 1 saw the existing brand story of SPAR and group 2 saw the existing brand story of Marqt. We then showed both groups the same statement, stating that this statement came from SPAR/Marqt.

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