SuperValu: How a brave local brand defied the forces of globalisation

This case study shows how SuperValu, a local Irish retailer, wrestled back leadership from Tesco and defied the forces of globalisation thanks to a new digital campaign.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands