Thursday 29 September 2016

SuperValu reaffirms its truly Irish credentials

John McGee

Published 20/03/2016 | 02:30

The ‘Proud to be Truly Irish’ advertising campaign focuses on SuperValu’s reach into communities right around the country
The ‘Proud to be Truly Irish’ advertising campaign focuses on SuperValu’s reach into communities right around the country

The latest set of Kantar Worldpanel figures for the Irish retail sector, which were published last week, show SuperValu has held on to its leading position with a share of 25pc of the grocery market.

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In a competitive and cut-throat market where German discounters Aldi and Lidl continue to grow their market share, while the UK retailer Tesco remains hot on SuperValu's heels, the Cork-headquartered retailer's latest advertising campaign, 'Proud to be Truly Irish' focuses on its unique Irish credentials.

The multi-channel campaign was created by DDFH&B, while Starcom handles the media buying, and it follows on from its Good Food Karma campaign which was launched in 2015.

This time around, the retailer is using the St Patrick's Day and Easter campaign to highlight its strong reach into communities around the country. Apart from the fact that the vast majority of SuperValu stores are actually owner-managed, the retailer reminds people that it is also the sponsor of the annual Tidy Towns competition, a sponsorship now in its 25th year, making it the longest-running sponsorship of its kind in Ireland.

SuperValu is also one of the sponsors of the GAA Senior Football Championship. On a more local level, during 2015,it also donated kits worth over €430,000 to more than 400 junior clubs around the country.

The campaign also seeks to promote the fact that it supports over 2,200 Irish suppliers - some of whom have also taken part in its innovative Food Academy initiative.

The Food Academy helps small Irish food manufacturers with both product development advice and - upon graduation from the Academy - shelf-space in its outlets.

Sunday Indo Business

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