Opportunity

SuperValu believe that good food really matters and that it has the ability to bring people together to enjoy great quality food every day. In 2015 SuperValu launched a brand new campaign designed to demonstrate Good Food Karma in action. The campaign was not about formal food; with Good Food Karma SuperValu are championing a social movement that celebrates the best of real food, health, fun and the people that matter. Designed to facilitate participation and a two-way conversation, consumers were invited to share the Good Food Karma moments and great Irish food recipes across digital and social channels.

Our role was to embed the Good Food Karma campaign message with the Irish public and spark the conversations that would make this campaign famous and drive this all important consumer participation.

Solution

First, we set out to acknowlege the real belief among Irish consumers that good food matters.  Developed with leading clinical psychologist David Coleman our Home Truth’s survey of 1,500 Irish households helped to demonstrate the quiet, everyday mealtime movement that is taking place, substantiating the insight that informed the entire Good Food Karma brand idea. The Home Truths Report release kick-started the national Good Food Karma conversation.

A panel of ambassadors including David Coleman Kevin Dundon, family GP Dr Nina Byrnes and GAA hero Bernard Brogan told the Good Food Karma story and what it means to them.  Stories of great tasting wholesome food, the importance of sharing it together as a family and the benefits of living a healthy lifestyle were told in our ambassador’s own words, using a media relations mapping strategy to place a series of in-depth interviews and features in national print and broadcast.

Personalised SuperValu shopping experiences introduced some of Ireland’s highest social media Klout influencers to the idea of Good Food Karma, which they shared on social media and inspired others to do the same.  

Result

We exceeded all KPIs, achieving PR reach in excess of 7.5 million in the two week launch period alone, with news, feature and interview coverage across virtually every Irish national broadsheet and tabloid title and broadcast coverage across national TV and radio, support by an extensive regional campaign to support tailored local stories.  The conversations sparked in social media via high social clout influencer sharing resulted in #GoodFoodKarma trending on Twitter twice in this two week period.  In the course of the campaign, SuperValu’s Twitter channel saw page visits increase by 246% and page impressions increase by 929%