Shop local puts a smile on O'Connor's sour puss
Published 01/04/2010 | 05:00
CONVENIENCE retail chain Mace is investing €1.2m in its biggest ever marketing campaign, which manages to put a smile on the notoriously grumpy Brendan O'Connor.
Launching on TV over the Easter weekend, the campaign depicts the Mace shopping experience as so pleasant that even O'Connor can't keep from beaming.
The TV ads will be supported by extensive marketing activity in store as well as community products, all timed around Mace's 50th anniversary.
"In devising the campaign we were keen to emphasise the unique aspects of the brand in Ireland -- namely that our 245 stores are either neighbourhood or forecourt based.
"They are aimed at meeting the needs of those who want to shop locally as well as those people on the move," says Suzanne Weldon, marketing & communications director at Mace-owner BWG.