Business Irish

Sunday 18 March 2018

Christmas with a twist for SuperValu as menu features seasonal inspiration

CHRISTMAS campaigns can start to blend into each other after a while at PostScript. After all, how many ways can you say "buy our product this Christmas" before it begins to grate?

To this end, SuperValu are doing something a bit different this year. In a twist on the standard Christmas campaign, SuperValu, will reveal what it's describing as "its latest TV advertising innovation" this Sunday.

The €3m campaign, entitled 'Spend Less this Christmas' will see the supermarket launch a series of 80-second, mini-programmes, in conjunction with celebrity chef Kevin Dundon.

The supermarket hopes the mini-programmes will demonstrate to consumers how to make the most of their budget this Christmas, whilst still being able to prepare high quality food over the holiday.

The programmes feature Mr Dundon providing viewers with recipes and, hopefully, seasonal inspiration, with two of the programmes featuring the group's suppliers of turkeys and hams.

The first week of the campaign will show how to prepare meals with a seasonal twist, ranging from a chicken and chorizo casserole, to a cranberry trifle in week two. During week three, Mr Dundon will share tips on how best to prepare a glazed ham, whilst week four will see him prepare for the main event itself -- turkey and stuffing.

In addition, to the mini-series, the campaign will also include print and radio advertising, as well as a variety of in-store activity including 20 "Christmas Food Fairs".

SuperValu Marketing Director, Ray Kelly said: "With this campaign, we wanted to do something innovative to show customers just how to enjoy the festive season, even if you have to do it on a tighter budget than usual."

The TV advertising will air across RTE, TV3, TG4, 3e, all of Sky's Ireland channels, E4 and Setanta up until Christmas Eve.

DDFH&B led the creative on the campaign while Starcom took care of the media buying. Edelman covered PR.

Bavaria time for Pembroke

Pembroke Communications will do the PR for Bavaria City Racing in Ireland following a competitive pitch process.

The account will be led by Account Director David O Siochain, supported by members of Pembroke's consumer, social media and sponsorship teams.

Mr O Siochain said: "Bavaria City Racing is going to be one of the most spectacular events witnessed on the streets of Dublin in 2012 and we are very excited to be working on this project.

"We were delighted to work with Bavaria City Racing on the announcement of the Vodafone F1 McLaren team coming to Dublin and we look forward to more high octane activity over the coming weeks and months."

Linda McGarry, sales and marketing director for Bavaria City Racing added: "Pembroke impressed us with their creativity and enthusiasm for the project. They are already an integral part of our marketing team and we will be working closely together to produce a unique and memorable event for the city of Dublin."

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