When the Covid pandemic hit in March 2020, it had a major impact on the day to day lives of everyone in our communities. Those most affected and requiring support were the elderly and vulnerable in our local communities.
SuperValu, Centra and the GAA came together to launch ‘Club Together’, to support the most vulnerable in communities. This initiative connected the powerful GAA club network and their members to SuperValu and Centra Stores nationwide, to deliver shopping to those in need.
It was about putting community sustainability first a core value of the GAA, SuperValu and Centra.
The Club Together initiative reached over 3.7 million people, had 40k positive interactions and 1.3 million video views. The initiative captured people’s interest it was widely shared on social media delivering an additional reach of 1.9million.
Most importantly, within 48 Hours of launch, partnerships had formed between 408 GAA Clubs and 334 Stores. Over the next six weeks together they supported an estimated 5,500 Individuals, delivering over 80,000 bags of shopping.
SuperValu pre-pandemic was the number two grocery brand in the market. Since the launch of the Club Together initiative it is the leading Irish Grocery Retailer. Centra’s dominance in convenience has also grown over this period.
The Club Together impact was also clearly evident in the growth of goodwill scores for the sponsorships, which jumped by over 33% in 2020. There was also an increase in Goodwill scores for GAA properties by 9% to an all-time high of 80%.