Jonathan Sexton stars in new Mace €1 million nationwide ad campaign

New TV commercial was supported by a fantastic consumer competition, where Ardee Rugby Club won a “money can’t buy” training session with Mace ambassador Jonathan Sexton


Brand Central

7 September 2021

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In their ongoing partnership, Mace has launched a new advertising multi-platform campaign that features Irish and Leinster rugby player, Jonathan Sexton. The advert is a contemporary take on Mace’s marketing legacy of ‘Going the Extra Smile’ and focuses on the renowned friendliness of Mace retailers and staff. The humorous advert features Jonathan Sexton in a number of different shopping scenarios as he relies on the convenience and friendliness of Mace and avails of the breadth of products to choose from in Mace stores nationwide.

To further support the new TV commercial, Mace was delighted to host a fantastic consumer competition, where one local club or school was in with the chance of winning a “money can’t buy” exclusive training session with Sexton. Ardee Rugby Club Under 14s team in Co. Louth were the lucky winners of the Mace competition with the once in a lifetime training session taking place yesterday evening.

The Irish fly-half and Mace ambassador was on hand yesterday evening to put the young players from Ardee’s under 14 team through their paces, as well giving them some top tips for the upcoming season. The young squad also engaged in a Question and Answer session with Sexton.

Jonathan Sexton has been a Mace brand ambassador since 2018 and he was delighted to be once again partnering with Ireland’s longest established convenience retail brand and its independent retailers to train Ardee Ruby Club as the winners of this fantastic competition.

Commenting after the training session, Sexton said: “It was really exciting to team up with Mace again for their new advertising campaign. I am very proud to be working with a brand like Mace, whose retailers serve their communities so well. I was especially delighted to deliver a coaching session and meet all the young players, and their coaches, of the Ardee U14 team. I hope it was a memorable day for all involved. Mace have been supporting communities across Ireland for years now and I am proud to be working with them.”

Daniel O’Connell, Mace sales director added: “We were extremely excited to be working with Jonathan Sexton again, and to have him feature across our new advertising campaign that we launched in July. The advertising campaign has been really well received. Mace retailers are very proud of how they contribute positively to the communities they serve, and Johnny is one of the most respected role models for young people throughout Ireland.

“It was great to have Johnny taking part in the training session with Ardee Rugby Club as part of the Mace competition,” he added. “Johnny has such a great deal of experience and knowledge of the game and I hope all the young players and coaches enjoyed the exclusive session and learned a lot from one of the greatest Irish players of all time.”

The Ardee U14 team were selected from the thousands of entries received from all over Ireland for the opportunity to win this exclusive training session with the Ireland captain. Operated by independent retailers, Mace stores have been serving their local communities for more than 60 years and with 150 stores located around the country Mace retailers are committed to supporting Irish producers, suppliers and Irish jobs.



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