Centra spreads ‘good news’

Your favourite grocery shop? Superquinn, they have a great range of fresh Irish products How long is your typical working day? I arrive into 4FM at 8am, coffee in hand and rearing to go, and I would generally finish up around 6pm How do you describe yourself? Creative and very energetic What’s your favourite Irish product? Barry’s Tea or Guinness What’s your favourite brand, outside any of the brands you represent, and why? The Coca Cola Company, specifically Diet Coke, has always been a stellar example of how a brand can evolve with the times and stay ahead of the game What piece of legislation would you introduce/change? The government should introduce the long awaited motor scrappage scheme, sooner rather than later What historical figure would you invite to dinner? Marilyn Monroe, in the interests of historical research of course The best gift you ever received? My espresso coffee maker is by far the gift that I get the most use out of What possession could you not live without? All my Bose toys; home cinema, music and loudspeaker systems What was your first job? Retail FMCG and way, way back in the day I worked as a shelf-stacker in Quinnsworth What was your childhood dream/ambition? To sell, sell, sell! To be honest I always saw myself working in a suit in the corporate world, I hadn’t worked out the specifics What’s your ambition now? To sell even more! It is so exciting and exhilarating being part of a new radio station and while undoubtedly the current economic situation poses challenges, there is a great sense of comradery amongst all the team What’s the worst ad ever? Shake and Vac. I get the idea but it got annoying very quickly What’s your favourite ad at the moment? The recent Cadburys ‘Eye Brows’ campaign, I almost want to break dance! Your favourite newspaper? The Irish Times but I would generally at least flick through most of the other newspapers throughout the day also Who is inspirational in Irish business? Dermot Desmond In your opinion what’s the next big thing? Web and viral marketing and the increasing use of social networking What (if anything) was the last thing you bought on the internet? Books and CDs What’s your pet hate? 4FM cups that don’t find their way into the dishwasher. You know who you are! What makes you laugh? Gareth O’Callaghan. We have a similar sense of humour and have been mates for many years, so to be working together now is great Three essential grocery items you’d take with you for a week on a desert island? Barry’s tea bags, a tooth brush and a bar of soap on a rope
Your favourite grocery shop? Superquinn, they have a great range of fresh Irish products How long is your typical working day? I arrive into 4FM at 8am, coffee in hand and rearing to go, and I would generally finish up around 6pm How do you describe yourself? Creative and very energetic What’s your favourite Irish product? Barry’s Tea or Guinness What’s your favourite brand, outside any of the brands you represent, and why? The Coca Cola Company, specifically Diet Coke, has always been a stellar example of how a brand can evolve with the times and stay ahead of the game What piece of legislation would you introduce/change? The government should introduce the long awaited motor scrappage scheme, sooner rather than later What historical figure would you invite to dinner? Marilyn Monroe, in the interests of historical research of course The best gift you ever received? My espresso coffee maker is by far the gift that I get the most use out of What possession could you not live without? All my Bose toys; home cinema, music and loudspeaker systems What was your first job? Retail FMCG and way, way back in the day I worked as a shelf-stacker in Quinnsworth What was your childhood dream/ambition? To sell, sell, sell! To be honest I always saw myself working in a suit in the corporate world, I hadn’t worked out the specifics What’s your ambition now? To sell even more! It is so exciting and exhilarating being part of a new radio station and while undoubtedly the current economic situation poses challenges, there is a great sense of comradery amongst all the team What’s the worst ad ever? Shake and Vac. I get the idea but it got annoying very quickly What’s your favourite ad at the moment? The recent Cadburys ‘Eye Brows’ campaign, I almost want to break dance! Your favourite newspaper? The Irish Times but I would generally at least flick through most of the other newspapers throughout the day also Who is inspirational in Irish business? Dermot Desmond In your opinion what’s the next big thing? Web and viral marketing and the increasing use of social networking What (if anything) was the last thing you bought on the internet? Books and CDs What’s your pet hate? 4FM cups that don’t find their way into the dishwasher. You know who you are! What makes you laugh? Gareth O’Callaghan. We have a similar sense of humour and have been mates for many years, so to be working together now is great Three essential grocery items you’d take with you for a week on a desert island? Barry’s tea bags, a tooth brush and a bar of soap on a rope

Centra's new TV adverts announce the group's 'Good News' of its €2 million value deal campaign, launched on 15 June

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Brand Central

8 July 2009

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Centra, Ireland’s number one independent convenience chain, is promising to bring ‘good news’ to Irish TV screens. The group launched its new high profile campaign on Monday 15 June. Created by Irish International BBDO, the new TV campaign has been developed by Centra to remind consumers of the great value available in Centra stores throughout Ireland, encouraging them to reappraise Centra and its value offering.

Centra has invested over €2 million in the campaign which is also supported by direct mail and national radio adverts, and will regularly deliver the good news to consumers that Centra offers ‘Smart Savings’ across a range of private label and popular brands, in more than 480 stores throughout Ireland. In addition to regular €2, €4 and €5 Meal Deals for breakfast, lunch and dinner currently running in Centra stores across the country, and themed offers around barbecue-related products to support the recently-launched Centra Childline Big BBQ, Centra believes its good news will be welcomed by Irish consumers, particularly those who may not expect to find such great value in their local Centra store.

According to Ray Kelly, marketing director, Centra: “Consumer research we conducted had highlighted that, while Centra was offering great value in stores throughout Ireland both on Centra branded products and on popular established brands, many consumers were unaware of the extent to which value was being offered in our stores. Once we showed them the savings to be made across a vast range of quality products as well as our breakfast, lunch and dinner Meal Deals and other themed offers, consumers were pleasantly surprised.”

According to the group, it has recently noticed a growing interest in Centra branded products, which is consistent with recent Nielsen research indicating that 46% of Irish consumers claim to be buying more own brand products. Centra currently stocks 785 own brand products across its stores throughout Ireland, significantly more than other convenience stores, and Nielsen research from May of this year shows that Centra own brand sales make up 7% of total sales, some 3% ahead of the own brand sales in the remainder of the convenience market.

 

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