A toast to SuperValu as it scoops the PR Award at the All Ireland Marketing Awards 2017

SuperValu, Ireland’s leading food retailer had plenty to celebrate along with its consumer PR agency, TRA Brands at the annual All Ireland Marketing Awards held at the Clayton Hotel last Thursday evening after scooping the prestigious award for Best Public Relations campaign 2017.

The award was won for its yearlong campaign for wine that was developed based on strong consumer insights by SuperValu and TRA.The category was hotly contested with finalists such as Ryanair, Mars Ireland, RTE 1916 Rising and Lifestyle Sports. The campaign was singled out as SuperValu successfully established itself as the go-to supermarket for wine through an effective PR plan with an integrated approach across all media platforms. According to the judges, this was particularly impressive given that a wine story can be tricky to tell. Using real knowledge of the Irish shopper and media base, SuperValu presented the best wine story of quality, value and wine with food – in a consistent and considered way, reaching out to media through an innovative approach to get the message across. With PR being one of the main drivers, the SuperValu wine offering achieved a significant growth across the year and is now the largest seller of wine in the country.

Commenting on the All Ireland Marketing Award, Anne-Marie Fenton, SuperValu Communications Manager said, “We are delighted to have won Best Public Relations campaign 2017 at the All Ireland Marketing Awards and to have our wine campaign recognised as best in class. It is a real endorsement to the hard work of the team and the valuable knowledge of our wine buyer, Kevin O’Callaghhan.”