Musgrave Retail Partners Of Ireland Promo, Case study THE BEST OF REAL FOOD by Starcom Dublin


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Industry Retail, Distribution & Rental companies
Media Promo & PR, Case study
Market Ireland
Agency Starcom Dublin
Released November 2010

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Product/Service: SUPERVALU
Date of First Appearance: Nov 10 2010
Entrant Company: STARCOM, Dublin, IRELAND
Deputy Managing Director: Jill Downey (Starcom)
Account Manager: Lias Shanley (Starcom)
Account Manager: Stephen Wade (Starcom)
Digital Account Director: Aisling Blake (Starcom)
Digital Account Manager: Evelyn Peters (Starcom)
Media placement: TV Campaign - 2 Minute Programme - RTE Television - 10 November 2010
Media placement: Radio Spot Advertising - RTE Radio, Today FM - 10 November 2010
Media placement: Radio Promotion - RTE Radio - 10 November 2010
Media placement: Homepage Takeovers - - 10 November 2010
Media placement: Player Takeovers - - 10 November 2010
Media placement: Facebook Reminders & Engagement - Facebook - 10 November 2010
Media placement: Half Page Press Ad - The Irish Independent - 10 November 2010
Media placement: Magazine Gatefold And Front Cover - RTE Guide - 10 November 2010

Insights, Strategy & the Idea
SuperValu wanted to win Christmas, in grocery sales, and also in the hearts and minds of their core customer, Mum. In the lead up to Christmas 2010, Irish Mums were under huge financial pressure and leading hectic lives. While they recognised SuperValu's superior quality in fresh produce and meat, they perceived it to be more expensive than its competitors and felt they couldn't afford to shop there. Our research told us at Christmas, Mum still wanted to treat her family and that she did not want to compromise on the quality of their meals, particularly when she was cutting back on so many other things. Her family deserved the best, especially at Christmas. While all other brands were focusing on the big day itself, she told us it was help with the many every day meals she had to prepare beforehand that she would love some help with.

Creative Execution
By showcasing SuperValu's market-leading position for quality produce we inspired mum to go in store each week for meals solutions for her family right up to Christmas Day. We did this by commissioning and editing a bespoke TV programme, using a programme creator. The mini-series ran for 8 weeks, hosted by celebrity chef, Kevin Dundon. Each week Kevin cooked simple recipes using the best SuperValu ingredients, which were merchandised together in store and on special offer, so Mum did not compromise. The programme was bought as commercial airtime and aired just before the Nine News on the leading Irish TV station RTE, repeating on Saturday morning. We used every other touch point at our disposal to drive viewers to the programme, Facebook fans were sent reminders to tune in, we roadblocked the RTE website, radio airwaves, and magazine on the day of broadcast, and RTE player the following morning.

Results and Effectiveness
Over 1 million people saw the TV programme, with 66,000 website views the following day, which helped double traffic overall. Research reported 75% of those aware of the programme said it made SuperValu more appealing, with one-third claiming they were more likely to shop at SuperValu. Brand awareness moved from 68% to 69%, brand affinity increased from 25% to 28%. During this time SuperValu posted at 7.6% increase in sales versus the previous year and moved market share from 19.8% to 20.6%. While there were the usual heavy price offers running concurrently the campaign was the only key difference year on year.