SuperValu : From last resort to first port of call: Say 'Hello' to the new SuperValu Range

DDFH&B

Company profile

DDFH&B Advertising is the lead agency in the DDFH&B group, the largest Irish communications company, which also consists of Mindshare Media, RMG, Bespoke with Direction & Goosebump. Together, we provide channel-neutral, integrated marketing communications campaigns that deliver real, measurable results. We achieve this level of integration by working in a number of small, multi-disciplined teams – we call this FUNSIZING. We continue to be one of the most successful agencies in Ireland and are happy to continue to work with great clients such as The National Lottery, Bord Gáis and Fáilte Ireland as well as new clients including SuperValu, Littlewoods, Lucozade and Eircom.

Introduction & Background

This is a story about transformation. A little like Han Christian Andersens's Ugly Duckling, you will see how SuperValu's own brand range was transformed from something invisible, undesired and unwanted to something that became more than accepted. It became admired.