The Musgrave-owned Centra has launched its biggest ever marketing campaign to support its new ‘Live Every Day’ brand positioning as part of a radical transformation of the brand.
According to the company ‘Live Every Day’ is about “helping shoppers live in the moment and allowing them to make the most out of every day. Providing healthier, more innovative offers to their customers is key to this brand transition; Centra want to inspire and educate shoppers to make positive change. Centra understand that their customers live wonderfully busy lives and whether they choose to Live Well with healthier choices or every once in a while Live it Up with some well-deserved indulgence, Centra are here to help.”
Centra’s communications plan will be led by heavyweight TV advertising to drive mass awareness and establish an emotional connection with viewers. It will be supported with the largest outdoor campaign of any brand in 2016 which will be used to showcase its food credentials. PR, digital and social media activity will help to extend the campaign, driving additional awareness and engagement.
The total investment figure for this new brand positioning is in the region of €3m across media and production. This full 360 degree marketing activation commenced on 22nd September across TV, radio, digital and social media; with heavyweight outdoor media commencing on 26th September. DDFH&B created the ad campaign, Starcom were the media buyers, Fleishman Hillard are the brand PR agency and Edelman manage corporate PR.
According to Ray Kelly Centra marketing director, “we are making a radical change with our new brand position – Live Every Day. We are redefining convenience with a healthier, more innovative offering across our stores – helping to truly differentiate our brand versus competitors. Live Every Day is about living in the moment, making the most of every day. At Centra we believe in encouraging and enabling people to take each day as it comes and live it. We understand our customers and their busy lifestyles. We know for instance that, for the most part, they like to live a healthy, nutritious, balanced lifestyle with great offers available to them across the ranges they seek. We also know that once in a while they want to be allowed to indulge a little without any guilt.”
The new brand positioning features a panel of brand ambassadors who represent Live Every Day and speaks to Centra’s different audiences. The panel includes top blogger Pippa O’Connor, GAA star Henry Shefflin, comedian Marcus O’Laoire, fitness expert Pat Divilly and dietician Sarah Keogh.
With over 460 stores, Centra employs almost 11,000 people and serves over three million customers per week. Centra invests over €240 million in local communities per annum, which is the equivalent of €4.5 million per week through a combination of payments to local suppliers, acquisition of local business services, wages, charitable donations and local sponsorships.