Mace launches new nationwide advertising and social media campaign

Celebrating the Mace brand's 60th anniversary, campaign highlights how Mace retailers, and their staff, have been providing an invaluable service for communities throughout Covid-19 crisis


Brand Central

30 June 2020

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Mace has launched a new advertising and social media campaign, following significant investment by brand owner BWG Foods.

Celebrating the country’s move to Phase 3 of the ‘Roadmap to Recovery’, the campaign also marks a milestone anniversary as Mace celebrates its 60th year of serving the people of Ireland through its nationwide network of stores.

Indeed, the multi-platform campaign has been designed to reinforce just how important local Mace stores have been to the communities they serve during the Covid-19 crisis. Ireland has experienced a significant shift in shopper behaviour during the lockdown phases, as customers have relied on their local Mace store for their daily essentials, including ingredients for breakfast, lunch, snacking and dinner.

Mace retailers, and their staff, have been providing an invaluable service for their communities throughout these unprecedented times. This campaign, which encourages consumers to continue to shop at Mace as the country moves through the government’s reopening phases and beyond, will be broadcast across national and local radio outlets, video-on-demand channels, and will be accompanied by a digital and social media campaign and celebrates the important role Mace retailers play in their communities.

Caitriona Cousins, Mace marketing manager said the group was delighted to reveal its new advertising campaign. “Mace has always been at the heart of community retailing and this marketing campaign champions that,” she said. “Mace retailers have been faithfully serving communities in Ireland for 60 years and we want to celebrate that milestone.”

The campaign officially launched with a national broadcast of the new radio advertisement on Monday, June 29 alongside a strong digital and social media campaign.



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