Ireland is renowned as the land of a hundred thousand welcomes and our culture is at its strongest when everyone is included.
In 2021, SuperValu, proud sponsor of the GAA Football All-Ireland Championship since 2010, decided to leverage its GAA sponsorship to foster wider societal inclusion.
In 2023 the SuperValu team sought new ways to extend the “Community Includes Everyone” campaign reach and connect more with Gen-Z’s.
As 57.4% of Gen-Z hold the internet, second only to social platforms, as their favourite media outlet, a strong digital activation would be critical for the 2023 campaign.
SuperValu choose to work with Balls, Ireland’s premier digital platform, to bring the campaign to life digitally. The teams collaborated closely to develop “The Dressing Room” Series. This series spotlighted the four key diversity and inclusion pillars of Gender, Sexuality, Ability, and Ethnicity. Showcasing GAA members from diverse backgrounds and GAA allies, who are passionate about inclusion in the GAA.
The campaign achieved an impressive reach of 17 million, an increase of 10 million, Video views skyrocketed to 23million, an increase of 16million and most importantly engagements reached 500K, marking an uplift of 210K versus 2022.
In 2023, diverse membership within the GAA, has increased from 12% in 2021 to 15%. This 25% growth marks notable progress towards the campaign strategy goal of 30% by 2025.
Those familiar with the campaign hold more positive brand perceptions, with an average 10 percentage point difference to those unfamiliar, which indicates the campaign has elevated SuperValu’s brand image.
