SuperValu: Signature Tastes launch
Agency: DDFH+B GroupClient: SuperValu
Introduction & Background
This is a story about how Supervalu reclaimed their Irish positioning in the market and championed Irish food quality in a way that had never been done by a supermarket before.
The SuperValu brand was under pressure from discounters. Loyalty to Irish retailers and brands had diminished. In a 2013 study by Bord Bia, over 60% of Irish consumers said they shop in German discounter stores at least once a month. The best value could no longer be delivered by one retailer, consumers were 'shopping the...