Tuesday 25 October 2016

SuperValu strategists on target at AIMS

Michael Cullen

Published 21/05/2015 | 02:30

Brady's Family Ham ad
Brady's Family Ham ad
Colette Fitzpatrick
Guy Perrem

If the number of gongs a marketer bags is an indicator of a winning strategy, SuperValu's strategists appear to have it sussed. Marketing director Ray Kelly and his colleagues from the Musgrave empire went home from the Marketing Institute's All Ireland Marketing awards show, aka the AIMS, having scored a hat-trick - with the marketing team award and the direct marketing and sponsorship gongs safe in their clutches.

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And that's only the start of it. Kelly was named Ireland's Marketer of the Year last November.

With advertising all about accountability these days and clients wanting more bang for their buck, SuperValu also scooped the grand prix in the Institute of Advertising Practitioners in Ireland (IAPI) AdFx. So as SuperValu battles it out with Tesco, Dunnes Stores and the German discounters Lidl and Aldi for market share, the Cork group is on a roll.

Kerry Foods also had reason to be cheerful at the AIMs. Kerry's Fiona Sweeney won the new product/new market award for Yollies kiddies yogurt and Sarah Keenaghan was honoured for Denny meats in the brand campaign. Electric Ireland's Mischa McInerney took the CRM/customer care award. Lidl Ireland won the research category.

The PR award went to Dublin Zoo's Emma Kiernan, while Arnotts' Naomi Martin was on hand to accept the mobile marketing prize. While there's normally little charity shown in the competitive world of marketing, Today FM's Shave or Dye cancer fundraiser resulted in the radio station's boss Peter McPartlin selection in the corporate social responsibility (CSR) category.

The gong for integrated marketing was accepted by Irish Life's Brendan McEvoy, while the award to salute the use of the cupla focal in marketing went to TG4's Lis Ni Dhálaigh. Online poker brand Full Tilt and Bryan Connolly won the Google-sponsored ecommerce. Glanbia's Robert Jordan took to the stage to accept the international award in recognition of Avonmore stirring up China's milk market.

Heineken Ireland's Peter Murphy came out on top among the innovation entries. Gluten- free food specialist BFree was voted the best small business, with Alex Murphy accepting the plaudits. AIB's Mark Brennan was the recipient for the best digital campaign award. The National Lottery's Maebh Gleeson stepped up to take home the best ad campaign gong.

The marketing champion award went to Gary McGann, who's retiring as Smurfit Kappa group CEO. Institute chairperson and Vodafone's head of brand, Paula Murphy, described McGann as "an accountant with a marketing twist". In his acceptance speech, McGann said marketing must offer insights, be outcome-focused, create growth and be a board influencer - otherwise it's all for nothing. The Irish Independent is the AIM's media partner.


* As from next Monday, UTV Ireland goes head-to-head with TV3's early evening news as it makes the switch from 6.30pm to 5.30pm. UTV Ireland spokesman Neal Cummins says the change was prompted by audience research showing viewer demand for an earlier slot. Both stations have been busy rejigging their news schedules in recent months. TV3 recently launched an 8pm bulletin, anchored by Colette Fitzpatrick (inset).

Meanwhile, after a break of 20 years from terrestrial channels, TV3 has won the rights to broadcast the FA Cup final live from Wembley. The game between Arsenal and Aston Villa kicks off at 5.30pm on Saturday week. No doubt, TV3's commercial director, Pat Kiely, will be cheering on the Villains and hoping they can shoot down the Gunners, as Kiely's beloved Tottenham Hotspur and Arsene Wenger's Red Army are arch-rivals in London.


* The Unicorn has long proved one of Dublin's most popular restaurants for adlanders and media - not to mention politicians and showbiz personalities. All would happily mingle with gastronomers, foodies and amanti del cibo.

While often lauded more for his ambience than its cuisine, the eatery has been reinvented by restaurateur Kristan Burness as the Unicorn by Fiorentina.

No mean chef himself, Burness trained and worked with the Michelin three star restaurant Nico's in London's Mayfair. Last year, he opened Fiorentina Italian restaurant, on the corner of Parliament Street, just opposite Dublin Castle.

Joining him at the Unicorn as chef director is Denis Massey, whose CV includes stints at Patrick Guilbaud and Derry Clarke's l'Ecrivain. AdLib has its foodie spies on the case, with further updates in due course.


* MCCP's research director Guy Perrem (right) and head of insights Sheila Cunningham will present findings from their 'Unearthing the Cultural Fabric of Irish Cities' research paper for Heineken at the 68th annual Esomar global research congress in Dublin's Convention Centre in September. Delegates and speakers from 80 countries are lined up to attend.


* Father Ted director Declan Lowney made the new Brady's Family Ham TV ads. Created by Bloom and produced by Rocket Science, the ads focus on the brand's Irishness and aim to position it as the challenger to Kerry Foods' Denny ham. Pictured in the ad is up-and-coming actor Vincent Moran.


Michael Cullen is editor of Marketing.ie: cullen@marketing.ie

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