Centra to invest €300k in ‘Guaranteed Irish’ drive

Centra plans to invest €300,000 to drive awareness of ‘Guaranteed Irish’ brands.

Guaranteed Irish has forged a new partnership with convenience retail group Centra that will see the retailer invest €300,000 to promote Guaranteed Irish brands.

The partnership comes as the nation prepares for a different kind of summer this year with BBQs, picnics and fresh food-to-go high on the agenda of Irish consumers this season.

“Aspects such as product authenticity, product traceability, healthiness, impact on the environment and supporting Irish businesses will all feed into a person’s shopping preferences”

Centra supports over 11,000 jobs at 473 locations throughout Ireland, with an annual Irish turnover of €1.7bn. It serves over 3m consumers every week with quality fresh food and a state-of-the-art retail experience.

Part of the Musgrave Group, one of Ireland’s largest grocery and food distributors, Centra invests more than €240m in local communities throughout Ireland annually, which is the equivalent of €4.5 million per week through a combination of payments to local suppliers, acquisition of local business services, wages, charitable donations and local sponsorships including a long standing sponsorship of the GAA Hurling All-Ireland Senior Championship.

With over 75pc of the produce stocked on the shelves of Centra sourced in Ireland, the new official partnership will allow Guaranteed Irish to further nurture and grow its network of indigenous Irish businesses.

Guaranteed Irish will also be able to reach a new audience of health-conscious consumers, further building brand awareness among Irish shoppers of the importance of supporting local.

Savouring the summer

Centra plans to invest close to €300,000 to promote its official retail partnership with Guaranteed Irish to highlight and raise awareness of the benefits of purchasing Guaranteed Irish brands.

“It has never been more important to support local and Irish, and when you shop with Centra, you can rest assured that you are providing a vital boost to the local economy,” said Centra’s managing director Martin Kelleher.

“Summer is a crucial time for Irish businesses, with people looking for the best quality, local food when they celebrate the good weather over the coming months. We are playing our part to make sure that Irish produce is front and centre at our stores, with highlights including our ‘Inspired By’ Centra Irish meats, which are 100pc Irish and Bord Bia-approved such as delicious sirloin and striploin steaks, Angus burgers, sausages and rotisserie chicken,” Kelleher said.

The €300,000 will be invested in a range of marketing activations, beginning on June 10, 2020 to include: digital activation, including a website landing page, social media takeover and the promotion of Irish products across digital; Centra compostable bags to display the Guaranteed Irish symbol; and Centra customer handbills to include the Guaranteed Irish symbol circulated to near 5m Irish homes over the course of any year.

“As Ireland’s leading convenience retailer, Centra embraces our core values of building sustainable communities through enterprise, backing local jobs, and supporting homegrown Irish produce,” said Brid O’Connell, CEO of Guaranteed Irish.

“These values are showcased through the retailer’s commitment to food producers based in Ireland, in turn benefiting our local economy and supporting Irish jobs particularly in rural communities throughout the country. The partnership with Centra will see the Guaranteed Irish symbol reach a new audience of consumers in Ireland, further building brand awareness amongst shoppers of the benefits of supporting local.”

Meaning and purpose

The partnership between Centra and Guaranteed Irish was welcomed by Owen Clifford, head of Retail Sector at Bank of Ireland.

Dark haired man in suit with blue tie.

Owen Clifford, head of Retail Sector, Bank of Ireland

“During Covid-19 it has become clear that retailers are being judged by their actions and their purpose.

“Irish shoppers will therefore be more mindful of their sense of value to the community and the planet in their purchase decisions in the future.

“Aspects such as product authenticity, product traceability, healthiness, impact on the environment and supporting Irish businesses will all feed into a person’s shopping preferences.

“This partnership between Centra and Guaranteed Irish is therefore a timely and welcome initiative from an Irish consumer perspective,” Clifford explained.

Pictured at top: Martin Kelleher, managing director of Centra

Written by John Kennedy (john.kennedy3@boi.com)

Published: 4 June, 2020