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Aldi highlights growing Irish focus

ALDI has launched a new advertising campaign to highlight its growing use of Irish suppliers. It focuses on buying Irish and what it claims are its "longstanding partnerships with Irish farmers and producers".

The retailer says the campaign aims to emphasise to Irish consumers that they can buy quality Irish groceries at an affordable price by shopping with Aldi.

Developed by McCann Erickson, "Love Ireland, Like Aldi", will run across TV and press and will also involve the roll-out of in-store point-of-sale branding, including the production of an information brochure detailing its relationship with Irish suppliers and producers, which is now available at each of Aldi's 96 Irish stores.

Commenting on the new advertising campaign, Aldi's group buying director Niall O'Connor said: "Given the choice, our customers tell us they prefer to buy Irish, as they like the guaranteed quality that comes with buying Irish and want to support the local economy."

The ads centre on a selection of Aldi's Irish suppliers, filmed on location at their farms and production facilities, providing a "real" account of the satisfaction they get from knowing that their products are on Aldi shelves and enjoyed by consumers throughout the country.

In research carried out prior to the development of the campaign, it was found that Irish provenance is extremely important for Irish consumers -- signifying not only product quality, but also a desire to support the local economy.

The research also found that while customers were conscious that Aldi's no-frills approach helps to keep prices low, there was also a clear opportunity to highlight the proportion of Aldi's range that is Irish-sourced and Aldi's commitment to offering Irish products on its shelves.

"We wanted to emphasise to our customers that our grocery offering features authentic Irish products, supplied by local Irish farmers and producers," said Mr O'Connor.

The ads are running across all major newspapers and television channels including RTE 1, RTE 2 and TV3.

Cadbury launches 'Joyville' campaign

KRAFT Foods has launched the first Irish phase of the new Cadbury global brand platform called "Joyville".

Running for seven weeks, the Joyville launch is the largest campaign for Cadbury Dairy Milk in 2012 and is backed by a €1.5m integrated marketing campaign including TV, outdoor, cinema, radio, in-store, PR, experiential and digital channels, with Kraft Foods working with Irish agency partners Publicis QMP, PHD Ireland and MCsquared.

Appys 2012 awards open for entries

THE Appys 2012 are now open for entries. The Appys are the only dedicated awards programme in Ireland for app development and design. They are now in their third year, and the awards' organisers say they have grown into the "mustwin award for the app development sector".

Entries are open to anyone who has developed or paid for the development of a mobile app, a tablet app and a Facebook or other social media app or cloud app that is available in Ireland.

"This year we are delving into the rich world of social media apps, facebook apps and cloud apps," says Edward Conmy, event organiser. "Apps are now part of everyday life and are having an impact on the way people share information, entertain themselves, educate themselves, search for things, shop and do business. The quality of apps, across all platforms, now available is staggering.

"Irish app developers are highly skilled and many of their apps are market leaders," added Mr Conmy.

The awards will be held at the Aviva Stadium in Dublin on November 29. Tickets are available from www.theappys.ie.

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