With the business end of the GAA’s All Ireland Football Championship firmly underway TBWA\Dublin has launched a new campaign for SuperValu is support of its sponsorship of the tournament.
Firmly rooted in SuperValu’s brand position ‘Real Food, Real People’, this new campaign was created as a way to encapsulate “the shared values of SuperValu and the GAA.” Called ‘Where You’re From’ shows the immense sense of pride and motivation that comes with representing your community, your family, and the people who support you every step of the way.
“There’s a huge amount of noise in this space. So we needed a campaign which would cut-through. It needed to strike an emotive tone that would hit home with avid GAA fans and casual viewers alike and it needed to reflect the extent of SuperValu’s support in the community. Our TVC shines a light on people and players who give their lives to football, and how ‘where you’re from’ is the driving force in helping them overcome their personal challenges”, says Yvonne Caplice, Business Director at TBWA.
Creative Director Des Creedon adds: “For the creative, filming each player’s scene in their home county was crucial for the sentiment of the film to ring true. Thankfully we work with a client who has a real sense of place and understands the importance of local community better than anyone else. So, while it was difficult to shoot in each county, we orchestrated around locations and individual training schedules to do it. It was a challenge but one Hinterland and Director Matt Houghton met head on to create a beautiful and moving piece of film that really captures the essence of each persons’ resilience and where they’re from”.
Des O’ Mahony, Strategy Marketing Manager for SuperValu commented: “Our partnership with the GAA has been a fantastic fit for SuperValu over the past 10-years. We’re a proud community retailer and ‘Where You’re From’ celebrates this. It showcases the connections players and managers have in their local communities that drives their resilience when they need it the most. We see first-hand every day the journey these individuals make and how the community they live in shapes their destination/ life. This campaign does justice to some of the wonderful journeys they undertake.”