SuperValu: We Believe brand campaign

This case study describes how Supervalu, an Irish retailer, returned to its core values to increase market share in a competitive market.

SuperValu: We Believe brand campaign

Agency: DDFH+B GroupClient: SuperValu

Introduction & Background

To borrow shamelessly from Sinek's influential thought model - 'Start with the Golden Circle'[1]- the beginning of this story starts with his wise words - people don't buy what you do, but why you do it.

This "why" doesn't mean simply making a profit, but is the "why" you get out of bed in the morning, and more importantly "why" people should care.

Sinek argues that inspired organisations and people who start with the "why" all think, act and communicate from the inside out.

Based...

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