By 2025, SuperValu aspires to be recognised as the leading grocery retailer advocating for diversity and inclusion in Ireland.
In 2021, SuperValu, a proud sponsor of the GAA Football All-Ireland Championship since 2010, choose to utilise its GAA sponsorship to promote broader societal inclusion.
2023 marked the third year of SuperValu’s ‘Community Includes Everyone’ Campaign.
In 2023 the PR team were charged with building on the successes of the previous years by implementing tangible activations which demonstrated the brands commitment to inclusion.
The 2023 campaign centred around introducing timely activations while, continuing to use the carefully selected diverse GAA Role Models and Allies to showcase the power of inclusion.
The Campaign activations entailed a media launch with Ambassadors showcasing the advancements achieved since 2021, a dedicated “Community Includes Everyone Club Day”, and the #WearWithPride instore laces campaign in support of the LGBTQ+ youth charity, Belong To.
The “Dressing Room” series was created to deliver a genuine and positive debate on the power of inclusion as experienced by GAA Ambassadors and Allies.
Since its inception in 2021, the campaign’s influence has been deeply inspiring. The diversity of membership within the GAA, encompassing members from different ethnicities, sexual orientations, and abilities, has increased from 12% in 2021 to 15% in 2023. This 25% growth marks notable progress towards reaching our 2025 target of 30%.
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 image.
