New Supervalu marketing campaign

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Supervalu is launching a new strategic marketing campaign to communicate the group’s unique offering to shoppers

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18 May 2009 | 0

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Supervalu is launching a new strategic marketing campaign to communicate the group’s unique offering to shoppers in the current challenging times. It will communicate “Value, the Supervalu way,” through television, radio, outdoor, print, on-line advertising, in-store point of sale, and a public relations programme.

The campaign, which represents a total spend of €4 million for the group, will highlight “the different and better offering” that Supervalu and its 196 independent retail partners bring to the grocery market in Ireland. In particular, it aims to communicate: “The market leading price and promotional offers available in Supervalu stores, the group’s unique independent ownership model, the size and scale of the buying power behind it, and the local ownership and community presence that is unique to Supervalu.

Speaking about the new campaign, Ray Kelly, Supervalu marketing director, said: “Our new campaign is based around our unique value for money offer which is a response to ongoing shopper research.” Kelly stated that the campaign’s main objective, in addition to highlighting the group’s unique “locally owned, locally operated” business model, is to communicate Supervalu’s “leading value for money proposition which includes an every day low price strategy, an expanded own brand offering, €7 family meal deals, and strong promotional offers.”

The TV campaign was filmed on location in O’Brien’s Supervalu in Kells, Co Meath, and features a selection of Supervalu retailers from across Ireland. The use of the group’s own retailers further highlights that Supervalu is a locally owned and locally operated.

 

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