The campaign will urge consumers to buy Irish, supporting their local businesses, the economy and helping to create and keep jobs in communities across Ireland.
With Christmas just around the corner, SuperValu has announced a new €500,000 campaign to encourage shoppers to buy Irish and support local businesses throughout the festive season.
Like many companies over the last eight months, SuperValu has increased its efforts to support local Irish businesses. With Ireland staying in level 5 lockdown until 1 December, it will mean that a lot of Christmas shopping with be done online.
According to Retail Excellence Ireland, up to 70 per cent of online sales goes to companies based outside Ireland, with Irish retailers finding it difficult to compete with international retail outlets.
The campaign, running across TV, radio, print and social media, will urge consumers to buy Irish, supporting their local businesses, the economy and helping to create and keep jobs in communities across Ireland.
“SuperValu has always believed in the importance of buying local and it has been in the DNA of our business since we first opened”
The campaign has been developed to give those businesses who may have been impacted by the pandemic a national platform to help them drive sales at what is their most crucial trading period of the year.
Alongside highlighting small Irish food producers who are part of the SuperValu Food Academy programme, SuperValu are also working with Guaranteed Irish, driving consumers to Guaranteed Irish Gifts, a new initiative showcasing the best of locally based Irish businesses in communities around the country.
Social media push
Together with an extensive advertising campaign running in the lead up to Christmas, SuperValu is also dedicating support to another initiative on their social media channels, which have over 480,000 followers combined.
Each week, SuperValu will call on small Irish businesses to get involved with their Monday Market Instagram takeover, which will highlight a selection of businesses from those that entered.
“With this campaign we are calling on the Irish public to please shop local wherever possible”
The Monday Market, which acts as a virtual Christmas market for all your shopping needs this festive season, kicked off last week with over 450 businesses already applying to be involved.
In light of SuperValu continuing to trade as an essential business during the national lockdown, the supermarket chain is now playing its part to encourage shoppers to buy from other Irish retailers in the runup to Christmas and help them get on the road to recovery.
Commenting on the campaign, Tara Clifford, strategy marketing manager at SuperValu, said; “Small businesses form the backbone of the Irish economy, so it is vital that we support them during these turbulent times.
“SuperValu has always believed in the importance of buying local and it has been in the DNA of our business since we first opened. We understand that Christmas is the biggest sales opportunity of the year for many companies and there is a risk that people will simply buy online from international sites, especially now, with many Irish businesses having to physically shut their doors during lockdown.
“With this campaign we are calling on the Irish public to please shop local wherever possible and go to Guaranteed Irish Gifts for your Christmas shopping this year.”
Brid O’Connell, CEO of Guaranteed Irish, added that she is“delighted” to be included in SuperValu’s Christmas campaign this year.
“Their help and support will benefit so many businesses right across the country that are struggling during these difficult times.
“It may be a surprise to people, but for every €100 spent in the community, this is worth €500 to the economy because of the local multiplier effect, so making the conscious decision to shop local has huge benefits.”
For more information on how you can support your local community this Christmas, go to SuperValu or visit SuperValu’s social media channels.
By Stephen Larkin
Published: 10 November, 2020