SuperValu: How a brave local brand defied the forces of globalisation
Agency: DDFH&B
Introduction & Background
This is a story about long term effectiveness. It is a story about how a brave local retailer with daring ambition wrestled back leadership from Tesco and defied the forces of globalisation.
SuperValu was founded in 1979 with a base of just 16 stores, mainly in Munster. While they had grown to 182 stores by 2004, and acquired Superquinn (another Irish retailer) in 2011, they were a retailer with two speeds, an urban speed and a rural speed.
The urban speed was still reeling...