84% of Men Would Rather SPARk Up the BBQ Than Talk About Their Mental Health, New SPAR Research Finds

SPAR, supported by A.F. Blakemore – one of the UK’s largest privately owned family businesses and the SPAR wholesaler for Wales, Central and Southeast England – is launching a major consumer-facing summer initiative, underpinned by new research that reveals a powerful behavioural insight: 84% of men would rather spark up the BBQ than open up about their mental health.
 

With this data point at the heart of the activity, SPAR is launching ‘SPARk Up the Conversation’ – a seasonal campaign designed to reframe summer food rituals as opportunities to drive deeper connections in communities. This initiative builds on the brand’s continued investment in nurturing their neighbourhoods, mental health awareness, community engagement, and high-quality, affordable fresh food.

“With SPARk Up the Conversation, we wanted to celebrate what makes summer special – great food, good company, and spontaneous moments – but also highlight how those small rituals can unlock something more meaningful,” said Sarah Ellis, Group Marketing Director at A.F. Blakemore.

“We were struck by the insight that 84% of men would rather light the BBQ than talk about how they’re feeling. If we can use that as a catalyst to spark connection and care, then we’re doing more than just selling burgers – we’re building stronger communities. That’s why we’ve partnered with Colin Jackson – he brings a genuine passion for mental wellbeing and a trusted voice that resonates with audiences nationwide.”
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Colin Jackson CBE Joins as Campaign Ambassador
 

To drive message impact and visibility, SPAR has appointed World champion and mental health advocate Colin Jackson CBE as the face of the campaign. His role as ambassador reinforces the campaign’s commitment to emotional wellbeing – particularly among men, who are statistically less likely to seek support.“I’m really proud to be part of SPARk Up the Conversation,” said Colin Jackson.

“It’s such a simple idea – turning time around the BBQ into a chance to check in with the people around you. It doesn’t need to be serious or staged – just real, honest moments where we feel safe enough to share what’s going on. Those moments can make a real difference.”

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Turning Summer Rituals Into Retail Relevance

The campaign will run through the summer across digital, and community channels, supported by seasonal food promotions, local activations and media support. 

With SPAR stores positioned in the heart of neighbourhoods, the brand is encouraging customers to make the most of spontaneous summer moments – whether that’s a quick BBQ with friends, a picnic in the park or a casual chat with the local shopkeeper - SPAR have always summer essentials ready so you don’t need to think about it.  “Colin has always stood for resilience, openness and care – all values that reflect our ethos at SPAR,” added Ellis.

“This campaign is about more than just driving sales – it’s about reminding customers that SPAR is here for them, at the heart of their community, making it easy to connect, care and share.”

So this summer – gather the food, invite the neighbours, and flip more than just burgers.

SPARk the BBQ. SPARk the conversation.

Find out more on: www.spark.co.uk/spark-the-bbq