TRA Brands at the Reputations Agency wins the Best Consumer Public Relations Campaign between €20,000 and € 50,000 award For Supervalu Graham Norton Wine at the 2016 PRCA awards.  

 Pictured at the awards were Sharon Murphy, Chairman, PRCA; Sarah Brewer and Suzie O’|Dea, Directors at TRA Brands at The Reputations Agency and  Anne Marie Fenton, Communications Manager, SuperValu.

In November 2015, SuperValu exclusively launched Graham Norton Sauvignon Blanc wine in-store. Cork born comedian Graham Norton had been moonlighting as a winemaker with Invivo Winery in New Zealand to develop his own wine –the same wine which appears by his side on his hit BBC talk show on Friday nights. Said wine had already been a sell-out success in New Zealand since its launch, achieving rave reviews from leading critics and SuperValu would be the only retailer stocking the wine in Ireland.

TRA Brands at The Reputations Agency was drafted in to develop a campaign that would have cut-through with media, key opinion formers and the general public, informing them that the award winning wine would be exclusively available in SuperValu stores nationwide from Friday 6th November, encouraging sales of the wine and driving footfall into stores. Graham Norton could be considered as a national treasure, loved by everyone and hugely successful in his career - a factor we fully intended to maximise with the campaign. As there was no ATL (above the line) support for this campaign, SuperValu relied solely on PR activities to drive the campaign. The campaign excited media, key opinion formers and general public, driving sales of the wine in SuperValu stores around Ireland resulting in the product selling out in many outlets.

Commenting on the award PRCA judges said ‘What differentiated the winner, of this category, was the customised, layered approach taken in the communications.  With creative and fun aspects included for each medium, strong engagement resulted.  The asset of a big celebrity name was cleverly used to add visibility without losing the demanding commercial objective which underpinned the PR actions – dynamic sales results were achieved in a challenging marketplace’.  

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Ireland
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