SuperValu: Signature Tastes launch

This case study explains how SuperValu, a supermarket chain, relaunched its top tier range to address movement in the 'value' market towards 'affordable quality' in Ireland.

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...

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