Cooking up some karma
SuperValu is investing €3m in one of its biggest advertising campaigns to date as it tries to convince the nation to ditch ready-meals, processed and convenience foods and cook much healthier food from scratch.
The campaign is part of its Good Food Karma initiative, which kicked off last year, and was created by DDFH&B with the media-buying managed by Starcom and the digital element handled by RMG.
With a strong emphasis on digital, the campaign also includes TV, radio and press advertising as well as a strong outdoor presence. It will also feature a nationwide road-show that will visit communities around Ireland throughout the remainder of the year.
Sunday Indo Business