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Hometown Pride is the Focus of This Irish Supermarket’s GAA Ad

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TBWA\Dublin creates emotive new TVC for SuperValu and the Gaelic Athletic Association

Hometown Pride is the Focus of This Irish Supermarket’s GAA Ad

SuperValu teams up with TBWA\Dublin to launch its epic new TV ad for this year’s Senior GAA Football Championship. Firmly rooted in SuperValu’s brand position ‘Real Food, Real People’, this new campaign was created as a way to encapsulate the shared values of SuperValu and the GAA, ‘Where You’re From’ shows the immense sense of pride and motivation that comes with representing your community, your family, and the people who support you every step of the way. 

“There’s a huge amount of noise in this space. So we needed a campaign which would cut-through. It needed to strike an emotive tone that would hit home with avid GAA fans and casual viewers alike and it needed to reflect the extent of SuperValu’s support in the community. Our TVC shines a light on people and players who give their lives to football, and how ‘where you’re from’ is the driving force in helping them overcome their personal challenges,” says Yvonne Caplice, business director at TBWA.

Creative director Des Creedon says: “For the creative, filming each players’ scene in their home county was crucial for the sentiment of the film to ring true. Thankfully we work with a client who has a real sense of place and understands the importance of local community better than anyone else. So, while it was difficult to shoot in each county, we orchestrated around locations and individual training schedules to do it. It was a challenge but one Hinterland and director Matt Houghton met head on to create a beautiful and moving piece of film that really captures the essence of each persons’ resilience and where they’re from.”

Des O Mahony, strategy marketing manager for SuperValu commented: “Our partnership with the GAA has been a fantastic fit for SuperValu over the past 10-years. We’re a proud community retailer and ‘Where You’re From’ celebrates this. It showcases the connections players and managers have in their local communities that drives their resilience when they need it the most. We see first-hand every day the journey these individuals make and how the community they live in shapes their destination. This campaign does justice to some of the wonderful journeys they undertake.”

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Advertiser: SuperValu

Marketing Director: Ray Kelly

Strategy Marketing Manager: Des O Mahony

Sponsorships: Dolores Farrell

Strategy Brand Manager: Michelle Griffin

Brand Manager: Jennifer McWhinney

Post Production / VFX

Post Production Company: Windmill Lane

Colourist: Matt Branton


Sound: Mark Henry & Mick Creedon

Creative Agency

Creative Agency: TBWA\Dublin

Creative Director: Des Creedon

Art Director: Mikey Ryan

Copywriter: Martin Corcoran

Producer: Ana Baena Sanchez

CEO: Deirdre Waldron

Business Director: Yvonne Caplice

Account Manager: Ronnie Ohana

Social Media Director: Andrew Murray

Head of Account Management: Paula Kelly

Production Company

Production Company: Hinterland

Director: Matt Houghton

Executive Producer: Lorraine Geoghegan

Producer: Glen Collins

DOP: Miguel Angel


Editor: Lee Hickey

Genres: People, Action

Categories: Supermarkets, Retail and Restaurants

TBWA\Dublin, Thu, 11 Jul 2019 16:49:55 GMT