Centra launches new brand position Live Every Day
Centra, Ireland's leading convenience store brand has launched its biggest-ever marketing campaign to support its new Live Every Day brand positioning
29 September 2016
Centra has commenced a radical transformation of its brand position that includes complete store revamps and its biggest ever marketing campaign, Live Every Day.
According to the company, Live Every Day is about helping shoppers “live in the moment” and make the most out of every day. With healthier options and more innovation in food offerings, the brand aims to inspire shoppers to make healthier choices. In many ways it is an escalation of last year’s Live Well initiative.
Centra has investeed €3m in the brand positioning, across media and production. It includes a large-scale outdoor advertising campaign; the company insists, however, it’s not just a tagline. Store layout changes will promote healthy and convenient alternatives, along with expanded deli offerings and the new coffee brand Frank & Honest.
“We are making radical changes with this brand positiong,” said Centra’s marketing director Ray Kelly. “We’re redefining convenience with a healthier, more innovative offering across our stores, helping to truly differentiate our brand against our competitors.”
Live Every Day’s brand ambassadors include GAA star Henry Shefflin and food blogger Pippa O’Connor.