2014 marked the fifth year of SuperValu’s sponsorship of the GAA’s All-Ireland Senior Football Championship and the second year of SuperValu’s over-arching brand campaign – “We Believe.” The challenge to WH was to create a PR programme that brought together the brand’s sponsorship of the GAA along with SuperValu’s passion for great quality food through the summer months.
To kick off the campaign we launched brought SuperValu brand ambassador, celebrity chef Kevin Dundon together with Bernard Brogan as well as Tyrone footballer Sean Cavanagh and Monaghan captain Dick Clerkin, to create the ‘GAA Winning Tastes of Summer’ at Cooks Academy in Dublin.
With the help of Kevin Dundon, each player created their own ‘GAA Winning Tastes of Summer’ healthy summer recipe, all of which related back to how the players themselves would eat pre and post Championship games. Each dish was then to be used as a ‘Call to Action’ for consumers to share their own pictures of their favourite #WinningTaste dishes throughout the summer by tagging SuperValu’s social media channels in order to win GAA themed prizes throughout the Championship.
In order to sustain momentum throughout the summer we wanted to create engaging, shareable consumer content which kept the campaign message top of mind. With this in mind, we created four ‘Mystery GAA player’ videos which were hosted primarily on SuperValu’s social media channels, but also syndicated to national media, as a ‘Call to Action’ to enter the #SVwinningtaste competition.
Our “GAA Winning Tastes of Summer” PR plan brought the brand’s assets together while focusing on SuperValu’s core business – food – allowing us to amplify the quality message throughout the All-Ireland Championship. In particular, bringing Kevin Dundon and Bernard Brogan together to share their recipes ensured we captured the hearts and minds of SuperValu’s “quality family” audience.
For the Mystery GAA videos on Facebook alone there were;
- 5,382 entries, 2,755 likes, 980 shares, 23,062 video views
Media value coverage was extensive throughout the campaign with a PR value of over €1 million generated;
- PR Value: €1,186, 596, ATL Value: €395,582, Opportunity to See & Hear: 11,498,006
The Marketing Institute All Ireland Marketing Awards
- Sponsorship Management Award