SuperValu

Behind the Ball - Ireland's Biggest Ever Football Giveaway

Opportunity

2017 marked SuperValu’s eighth year as a top tier GAA sponsor. However, with 223 stores serving the people of Ireland for over thirty years, SuperValu has been a passionate GAA supporter at grass-roots for a lot longer. SuperValu believes in local and nothing represents local more than the GAA.

TRA Brands were briefed to come up with a long-term strategy that tied into the brand’s vision of becoming a force for good in building better communities. As Ireland’s leading grocery retailer, where one in four Irish people shop, SuperValu is well positioned to tackle one of the biggest issues facing modern Ireland – childhood obesity. SuperValu required a strategy that set out to get more children active and exercising more regularly.

Solution

By addressing such a pertinent societal issue, SuperValu could connect with Irish families - their core target audience – and bring them on the journey of being a force for good in building better communities up and down the country. This gave rise to #BehindTheBall – a sponsorship platform that highlights SuperValu’s role at the centre of the community, its national identity and its commitment to the game now and into the future on a local and national level. At the heart of our #BehindTheBall campaign was the largest football order ever made in this country as SuperValu set out to give 55,000 footballs to children up and down the country working with an imaginative in-store promotional giveaway, SuperValu’s network of committed retailers and a series of grass-roots, consumer focused events.

Outcome

Sponsorship awareness reached 40%, its highest point ever, significantly higher YoY (2016 – 36%).

Retailers jumped on board, 174 stores signed up, a 59% YoY increase.

504 GAA clubs benefited directly from the football giveaway.

Hero video content secured great social traction with > 500K views.

> 1000 children and adults came to our volunteer camps. Feedback from the clubs, participants and media was overwhelmingly positive.

Campaign achieved blanket media coverage across print, broadcast & online - equating to > one article every day of the GAA summer.

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