SPAR joins forces with Colin Jackson to launch Everyday Champions campaign
SPAR has launched Everyday Champions, a campaign celebrating the people who quietly keep communities connected.
The campaign is supported by new research, commissioned by SPAR, that reveals how everyday acts of kindness continue to hold neighbourhoods together despite modern pressures.
Despite the common challenges people face – 59% say they simply don’t have enough time and 48% cite financial pressures – the new research shows that community spirit remains very much alive.
A total of 64% of Britons say they have helped someone in their local community over the past year. These everyday acts of kindness include:
• donating food to people in crisis (27%)
• giving neighbours urgent lifts (28%)
• checking in on elderly neighbours (17%)
• helping families with childcare (12%)
SPAR has joined forces with Olympian Colin Jackson CBE to launch Everyday Champions in selected stores in Central and South East England and Wales to recognise the people who are giving up their time and energy for others in their communities.
The campaign invites the public to nominate individuals whose kindness, generosity and commitment make life better for others every day in their communities.
The initiative also marks 30 years of partnership between SPAR and European Athletics, celebrating the values that unite sporting and community champions – dedication, resilience, perseverance, and inspiring others.
Speaking about the campaign, Colin Jackson said: “When people hear the word champion, they usually think of medals and podiums. But some of the greatest champions I’ve ever met have never competed in a stadium.
“They’re the people who quietly look after neighbours, volunteer in their communities, coach local sports teams, support families through difficult times and simply make life better for the people around them. What I love about the new research and this campaign is that, despite the pressures people are facing, kindness is still thriving.
“These everyday acts might seem small, but they can completely change someone’s day, or even their life. That’s why I’m proud to help SPAR celebrate the people who keep our communities strong.”
Anna Hay, marketing & customer experience director at AF Blakemore & Son, said: “These findings tell an important story – many people are feeling under enormous pressure. Modern life often leaves people with less time, less money and less capacity to support others in the way they would like.
“Yet despite these challenges, millions of acts of kindness take place in communities across the country every day. It is these moments of generosity, compassion and connection that we want to celebrate.
“At SPAR, we see community spirit every day in our stores, with regular stories of how our colleagues and retailers go above and beyond for their customers within the communities we serve. It is these quiet acts of kindness, connection and care that have inspired this campaign. Everyday Champions is our way of recognising the remarkable people who hold our communities together.”
Members of the public can nominate their Everyday Champion through participating SPAR stores or online at: https://www.spar.co.uk/community/everyday-champions/
Five winners will be selected to attend the Birmingham 2026 European Athletics Championships as VIP guests, where they will be recognised by Colin Jackson in a special celebration.
Published Date: July 2, 2026
