Home Campaigns Check Out TBWADublin’s New Campaign for SuperValu

    Check Out TBWA\Dublin’s New Campaign for SuperValu

    With value top of mind for Irish consumers right now, SuperValu takes an energetic new approach to highlight the surprisingly low prices of their Own Brand Range.

    Recent value campaigns for the brand had presented larger than life announcements to reflect the raft of price cuts across hundreds of own brand products. This time around, SuperValu wanted to get their customers’ perspective.

    So, to give shoppers a platform to showcase their favourite SuperValu product, TBWA\Dublin developed “Check This Out”. The idea was to create a call and response series, with each customer outdoing the last to find the best bargain.

    Shooting a campaign during the current health crisis presented plenty of obstacles. But taking inspiration from the recent surge in homemade content on platforms like TikTok and Instagram, TBWA\Dublin worked with Motherland to harness the creativity of the Irish public.

    All the video content was captured remotely, with each SuperValu shopper encouraged to showcase their personality as well as their favourite item. Co-ordinating nine shoot locations made for a hectic schedule but resulted in a fun and vibrant TVC with multiple cutdowns.

    Shane Lynch, SuperValu Retail Marketing Manager adds: “We’ve found that when customers try our Own Brand products for the first time they’re always surprised by the variety, quality, and great value. So we wanted to capture the breadth of the range by getting customers from across Ireland involved in the campaign.”

    Yvonne Caplice, TBWA\Dublin Business Director mentions: “More customers than ever have discovered the Own Brand Range recently, and are now confident of finding low prices that compete with anyone. We wanted to reflect that sense of customer confidence in this campaign, which has been a key factor in SuperValu regaining the number one spot on the Kantar Worldpanel.”


    CEO, Deirdre Waldron
    Executive Creative Director, Des Creedon
    Business Director, Yvonne Caplice
    Account Manager, Ronnie Ohana
    Senior Brand Strategist, Kathleen Moore
    Senior Art Director, Paul Arthurs
    Copywriter, Martin Corcoran
    Producer, Ana Baena Sanchez
    Director of Social Media & Content, Andrew Murray
    Social Media Specialist, Amy Tumelty

    SuperValu Ireland
    SuperValu Marketing Director, Ray Kelly
    SuperValu Retail Marketing Manager, Shane Lynch
    SuperValu Food Leadership Brand Manager, Owen Lynch
    SuperValu Digital Content Manager, Emma Henry
    SuperValu Social Media Specialist, Ciana Gregan

    Production – Motherland
    Director, Rory Hanrahan
    Producer, Keith Bradley / Tess Bunworth
    Editor, Alan McCarthy
    Sound, Screen Scene




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