Londis, the convenience retailer, has 60 years of heritage in Ireland and sits at the heart of 140 communities around the country, with each store owned and run by locals, for locals. Londis brand tracking shows they are best known by their customers for being Irish-owned and supporting local suppliers. Londis needed a proof point in their marketing mix for this community ethos. But it couldn’t just be badging. The property had to offer meaningful engagement with local retailers.
Renewing sponsorship of Ireland’s Fittest Family (IFF) on RTÉ offered the perfect platform. IFF, one of the most popular shows on Irish TV, provided an established and dedicated audience to communicate with, while representing the very best of Irish community.
The sponsorship hung off bespoke TV stings and first of its kind in-show exposure. Londis amplified this with stings on VOD, media days using show talent, bespoke digital and social assets and, most importantly, in-store activations like POS branding, competitions, and appearances from show talent.
Implementing a true 360° campaign, Londis saw sting reach improve year-on-year, achieved significant PR coverage and social media engagement and most pleasingly, brought the sponsorship to life in communities all over Ireland, engaging customers and retailers alike to embody the Londis messaging of being “Local, like you”.
