SuperValu is Irelands most trusted grocery retailer, proudly serving over 2.6 million customers each week, with an unparalleled reputation for its commitment to supporting local communities. The GAA is Ireland’s largest sporting organisation deeply embedded in local communities.
SuperValu’s support of communities and sponsorship of the GAA is recognised as having a positive impact on both brand sentiment and consideration.
SuperValu and the GAA recognised that while diversity is a very natural part of modern Ireland inclusion needs work and Irish Consumers expect brands to take action on diversity and inclusion.
In 2020, SuperValu and the GAA decided to work together and use their combined impact to push for more inclusive communities by leading the conversation of why #CommunityIncludesEveryone and demonstrating that there is a place for everyone on the GAA bench.
Proprietary research had shown that 82% of people feel it is important for the GAA to promote diversity and inclusion within sport. Yet 80% believed that for the GAA to be more diverse and inclusive, role models and spokespeople were required.
SuperValu through its Community Includes Everyone Campaign recruited a panel of diverse role models from across the GAA Community. Each with a genuinely positive story of how being a member of the GAA community had enhanced their lives. The campaign harnessed their influence to fuel a strategic PR programme to generate and sustain a conversation on the power of diversity and inclusion.