You can’t miss the price war that has erupted between retailers - it seems to be all about price and for some… shelves of tinned steak and kidney pies. Our client, SuperValu sees it differently. Yes, they are doing low prices and great value, but they are also continuing to support Irish producers and jobs in these very difficult economic circumstances. It’s not one or the other.
So if your choice of retailer is also influenced by their ‘Irish’ credentials, then you will be interested to read this next blog from our client Des O’Mahony in SuperValu:
We’ve just completed SuperValu’s latest strategic marketing campaign, “Let’s talk about Value” which communicates the extensive value-for-money offers available at SuperValu stores nationwide, as a response to ongoing consumer research.
Over the past 6 months, SuperValu has spent considerable time talking with and listening to consumer groups during a distressing economic time to help us evolve and formalise their (SuperValu’s) value for money commitment. One of the resounding out-takes from consumers was their absolute demand for retailers to be factual and to the point with regards to value and savings. They simply weren’t interested in anything else and want to know precisely what they are getting. The research also allowed SuperValu to learn which promotions were of no interest to consumers and so they were stopped and replaced with stronger offers endorsed by real consumers.
In parallel, SuperValu and it’s agencies worked together over the 6 months to define, refine and challenge (and refine some more!) to get to a very strong strategic platform.
The proof of how SuperValu deliver great value is:
•Own brand range which offers big brand quality at an average of 20% less
•€7 Family Dinners to feed a family of four
•€1 and €2 big brand specials
•Ongoing strong price promotions
•A Price Promise commitment that guarantees low prices on everyday items
•And as they are part of Irelands largest buying grocery group, Musgraves, they have massive buying power.
And so the new campaign primarily communicates existing and NEW value for money offers available at all SuperValus stores, while mentioning the massive buying power benefits of SuperValu and reinforcing how they can deliver such value. There is a distinct effort to communicate the offers in a tangible way so consumers can quickly see what exactly we mean by value.
The idea was inspired by the unique SuperValu franchise model – owned and run by local Irish people and as a result, the personal relationship SuperValu has with their consumers. We learned through consumer research group verbatim of the unusual bond between a SuperValu shopper and their local store. Whether the consumer recalled the pleasant cashier, the friendly and knowledgeable butcher or a chat with the store owner, the experience of shopping in SuperValu is quite unique and easily differentiated. It evolved to be the inspiration for the idea and so all of the ads feature real SuperValu retailers talking about the offers available in store.
The €4m campaign covers TV, radio, outdoor, print, online, in-store support and a public relations programme.
You can’t miss the price war that has erupted between retailers - it seems to be all about price and for some… shelves of tinned steak and kidney pies. Our client, SuperValu sees it differently. Yes, they are doing low prices and great value, but they are also continuing to support Irish producers and jobs in these very difficult economic circumstances. It’s not one or the other.
