TBWA\Dublin has picked up the creative accounts for both SuperValu and Central retail brands following a competitive four-way pitch process that included the incumbent DDFH&B, Chemistry and Publicis Dublin.
TBWA\Dublin’s clients include Electric Ireland, ESB, Jameson Irish Whiskey, Bank of Ireland, BMW & Mini, Department of Taoiseach and the Health Service Executive.
Both accounts had been out to pitch since late last year and the pitch-process too six weeks to complete. SuperValu and Centra are both owned by the Cork-headquartered Musgrave Group.
According to SuperValu and Centra marketing director, Des O’Mahony: “We are very excited to partner with TBWA\Dublin and look forward to developing our leading SuperValu and Centra brands to further inspire and engage our customers. The creativity and focus that TBWA\Dublin demonstrated through the pitch process gives us great confidence in the mutual success of our partnership.”
The most recent Kantar Worldpanel supermarket figures for the 12 weeks to the end of December 2017 show that SuperValu’s share of the market stood at 22.4%, an increase of 2%. The compared with the market leader, Dunnes Stores on 23% and Tesco on 22.8%. TBWA\Dublin previously held the account for Dunnes Stores, a relationship which is understood to have been terminated several weeks ago, ahead of the SuperValu and Centra account wins.
According to TBWA\Dublin’s CEO, Deirdre Waldron: “2017 saw us launch our Refounders philosophy and strengthen our market offering across the agency. It culminated in a focused, creative and collaborative pitch to Musgrave. There’s been something of a creative transformation in the agency, one that gives us a different voice and approach, and ultimately, that’s what clients, both existing and new, are looking for. It’s a huge win, one we’re very proud of and comes on the back of great thinking, a disruptive approach and top-class creative.”
TBWA\Dublin’s clients include Electric Ireland, ESB, Jameson Irish Whiskey, Bank of Ireland, BMW & Mini, the Department of An Taoiseach and the Health Service Executive.