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.”
Credits:
TBWA\Dublin
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
