The Musgrave-owned SuperValu has launched a new national campaign to highlight more than 500 price cuts across everyday grocery and household products.
The campaign,”Still Super, Now Better Value”, aims to demonstrate the scale of recent price reductions across items including fresh fruit and vegetables, dairy and meat, as well as other household staples.
The television campaign was designed to communicate the breadth of the price cuts, with a 60-second execution built around the idea that there are simply too many reductions to list in a single advert. The spot features a store manager attempting to call out all 500 price cuts to customers.
SuperValu’s marketing director Rita Kirwan said the campaign was designed to reinforce both the quality and value credentials of the brand.
“While SuperValu is strongly associated with quality, particularly among loyal customers, value needs to be clearly demonstrated in today’s cost-of-living environment,” Kirwan said. “This campaign pairs our trusted quality credentials with concrete proof points- 500 real price cuts on products that matter most to customers.”
The campaign was created by Boys + Girls, directed by Brian Durnin and produced by Ponder and is running across TV and OOH.
Jake O’Driscoll, creative director at Boys + Girls, said the volume of price cuts shaped the creative idea.
“The simple truth was that there are just too many products to show in one ad,” he said. “That allowed us to land the scale of SuperValu’s commitment in a way that feels genuine and human.”
Credits:
Client: SuperValu
Marketing Director: Rita Kirwan
Retail Marketing Manager: John Kelly
Brand Manager: Maryclaire Lynch
Local Marketing Brand Manager: Karen O’Connor
Agency: Boys + Girls
Chief Creative Officer: Rory Hamilton
Creative Director: Jake O’Driscoll
Associate Creative Director: Dean Ryan
Senior Copywriter: Michael Whelan & Jack Walsh
Head of Production: Derek Doyle
Business Director: Sarah Sherry & Dave Curran
Account Director: Jessica Stokes
Account Manager: Darragh Thompson
Executive Strategy Director: Tara Finnegan
Production: Ponder
Director: Brian Durnin
Executive Producer: Paul Holmes
Director of Photography: Ivan McCullough
1st Assistant Director: Ciara McIlraith
Production Co-ordinator: Treasa O’Friel
Location Manager: Victoria Louise Jolliffe
Casting Director: Shauna Griffith
Production Art Director: Joe Fallover
Wardrobe Stylist: Helen Kane
Hair & Make-Up Artist: Barbara Conway
Sound Recordist: Karl Merrin
Gaffer: Eoin O’Hagan
Post Production: ScreenScene
Editor: Lee Hickey
Post Producers: Sinead Bagnall & Anne-Marie Downes, ScreenScene
Grade: Gary Curran, Outer Limits
Sound Design: Will Farrell, Blast Audio
Music: Makeba by Jain
