SuperValu launches ‘The Difference Is Real’ campaign as new food ambassadors welcomed
Sarah Butler, a much loved home cook, is known for her down-to-earth approach to family meals and her focus on wholesome, seasonal food
Print27 May 2025
SuperValu has recently launched its new brand campaign, The Difference is Real; a celebration of expertise, quality and care that have made SuperValu Ireland what it is today.
Rooted in decades of experience and deep- rooted supplier relationships, ‘The Difference is Real’ campaign is backed by SuperValu’s commitment to delivering the ‘best quality’ fresh produce, meat, bakery and wines to tables across the country.
Food ambassadors
To further bring the campaign to life, SuperValu welcomes two new food brand ambassadors: award-winning chef Gareth Mullins and bestselling author and home cook Sarah Butler.
Gareth Mullins brings over 20 years of five-star culinary experience to the role, from the acclaimed kitchens of The Merrion Hotel to his current position as executive chef at Anantara at The Marker Hotel.
Sarah Butler, a much loved home cook, is known for her down-to-earth approach to family meals and her focus on wholesome, seasonal food.
With four cookbooks and a strong social following, Sarah embodies warmth, care and creativity.
Together, Gareth and Sarah throughout the campaign will showcase the best of SuperValu ingredients, sharing inspiring recipes, spotlighting seasonal ingredients and appearing at major events, including SuperValu’s headline activation at Taste of Dublin this June.
Commenting on The Difference is Real campaign, Musgrave consumer insight and innovation director, Edel Russell said: “SuperValu has built its reputation as a retailer deeply connected to its communities and The Difference is Real campaign shines a spotlight on what sets us apart – a real commitment to quality food, real expertise and real value.
“This campaign celebrates our leadership in fresh food and produce, our trusted relationships with local suppliers, and the dedication of our independent retailers and their teams that go the extra mile each day for their shoppers.
“We’ve listened to our customers and they want quality food, inspiration, expertise in store along with great value.
“Whether it’s our expert butchers, bakers, wine specialists or passionate brand ambassadors, it’s the people behind the produce that truly makes the difference”.
At the centre of The Difference is Real campaign is a new advert by Boys + Girls, focused on showing and not just telling what sets SuperValu apart.
Kris Clarkin, creative director at Boys + Girls, said “It wasn’t enough to say it, we had to land it visually and truthfully.
“The campaign needed to feel like a window into the real SuperValu.
“The people, the effort, the care. That’s where the difference really lies.”
“To bring that vision to life, the agency collaborated with director Simon Ratigan at Rogue, known for capturing real moments with a natural, cinematic beauty.
“The bakery and butchery ads were filmed on location in real SuperValu stores with real employees instead of actors, while the strawberry ad was filmed on location Keelings.
“Shooting on location with real people meant we had to let go of 100% control, but that’s where the magic is.” says Dean Ryan, senior art director.
“The real emotion, the grit, the pride. It’s in the detail of the bakers inspecting the bread, the butcher trimming with care. That’s the level of craft we wanted to show.”
That authenticity runs through the tone of the ad too, with a voiceover by Stefanie Preissner, creator of Can’t Cope Won’t Cope.
“Stefanie’s delivery gives the whole piece a grounded, no-nonsense feel,” said Michael Whelan, senior copywriter.
“It pulls everything together – the honesty of the visuals, the integrity of the food, the sense that none of this is put on. It’s just real.”
The campaign will launch on TV with a top, middle and end takeovers in the same ad break across multiple stations, establishing all the parts that make up the Difference is Real.
This will also be supported across VOD, OOH and Press.
Read more: SuperValu and Centra launch new charity partnership
© 2025, ShelfLife by Ryan Brennan
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