SuperValu is to spend €2.9m on its latest advertising campaign which is based around the theme of “Good Food Karma” which taps into sharing of food amongst friends and family.
DDFH&B developed the creative for the new campaign while Starcom is handling the media spend. RMG, meanwhile, is handling the digital end of the campaign while The Reputations Agency is managing the PR.
The campaign, which is a full 360 degree omni-channel campaign has already commenced on TV and radio this week and will appear in print media and outdoor from 19th April and will run until the end of 2015.
The campaign includes TV and radio advertising, digital display, outdoor, press, social media, SEO in addition to the launch of a new SuperValu Good Food Karma App and a Good Food Karma hub on SuperValu.ie.
According to SuperValu, which has climbed to the No 1 slot in the Kantar Worldpanel retail rankings for the first time, Irish consumers have an almost insatiable appetite for ways to eat well, healthier and better – consistently looking for recipes and ways to actively get together with friends and family around good food. Sharing food has taken a whole new meaning with a real appetite amongst people today for sharing food moments.
“Inspiring people to get around the table and cook with good fresh affordable Irish food is the aim of our campaign. The SuperValu Good Food Karma campaign is our over-arching brand platform for the year and digs deeper into our whole brand essence, which is all about Real Food and Real People. We’ve always used real people in our ads, from butchers to customers to bakers to suppliers and this is a continuation of that strategy as here we use real Irish families in our campaign – from modern families to flatmates to house sharers – accurately depicting the diversity of Irish households today,” says Ray Kelly, marketing director of the retail group.