Musgrave’s SuperValu has launched a new out of home (OOH) campaign to promote current price cuts on produce in its stores. Detailing a selection of savings, the campaign highlights the savings to be made on a range of SuperValu’s own brand produce with bold accents on its price pointing. The creative was produced by Innerworkings.
The campaign was planned by Source OOH and Starcom. The posters combine 48 sheets and bus shelter sites located close to SuperValu stores nationwide. Metropoles are also on plan to increase presence on main arterial routes in Dublin. PML Group’s Pinpoint mapping platform helped with the strategic placement of the ads.
SuperValu brand manager Owen Lynch said proximity targeting was a key planning objective to encourage consideration and action from the target audience. Source OOH’s Louise Keogh said people’s reliance on retailers since Covid-19 restrictions were enforced has been considerable. “OOH is proven to drive traffic to stores and online,” Keogh added.
