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SuperValu – All Things Considered

The Lowdown:

Today, Ireland’s largest supermarket chain, SuperValu, and creative agency, TBWA\Dublin, launch a new brand campaign, ‘All Things Considered’. The through-the-line campaign spans across TV, cinema, radio, in-store executions, as well as digital, VOD, and social media.

With ‘All Things Considered’, TBWA\Dublin creates a new positioning for SuperValu; one that reflects its heritage and commitment to offering genuine value to customers nationwide. The 60-second TVC sets the famous tune ‘Consider Yourself’, from the musical, Oliver!, to a montage of people who make up SuperValu’s extensive community. Using the song’s core word, ‘consider’, people from all walks of life – from families and teenagers to the supermarket’s staff and local suppliers – highlight the value they get from SuperValu.

The campaign launches Thursday 6th September. The TVC will be supported by cinema, radio, retail-focused executions, digital, VOD, and social media. The messaging of ‘All Things Considered’ will also chime with SuperValu’s upcoming Christmas campaign.


Marketing Director interim: Des O’Mahony
Strategy Marketing Manager: Tara Clifford
Strategy Brand Manager: Michelle Griffin

Client Business Director: Paula Kelly
Account Directors: Yvonne Caplice/Linda O’Connell
Executive Creative Director: John Kane
Strategy Director: Mark Nolan
Creative Director: Des Creedon
Art Director: Paul Arthurs
Copywriter: Alan Byrne
Agency Producer: Onagh Carolan

Red Rage Films
Producer: Gary Moore
Director: Brian Durnin
Director of Photography: Ivan McCullough

Windmill Lane
Post producer: Shayne Murphy
Editors: Lee Hickey/John O’Connor
Effects: John Kennedy
Sound: Mark Henry, Number 4

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