Londis, a long-standing presence in Ireland with a deep commitment to over 120 local communities, faced stiff competition in 2022. To amplify their share of voice and convey their community ethos, they embarked on a strategic media sponsorship initiative. The goal was to establish an emotional connection with consumers, reinforcing their Irish ownership and support for local suppliers.
Londis partnered with RTÉ for the popular show “Ireland’s Fittest Family,” had the feel of a real life sporting sponsorship and was also strategically timed to lead into the competitive Christmas season. This sponsorship not only showcased the “Local Like You” brand message but also engaged communities across Ireland.
The execution was a comprehensive 360° campaign that integrated the brand into the show’s core. Custom TV stings, in-show jersey branding, digital partnerships, viewer competitions, social media engagement, PR days and in-store POS branding all played a crucial role in bringing the sponsorship to life.
In summary, Londis’ media sponsorship of “Ireland’s Fittest Family” not only met its primary objectives but exceeded them, delivering a compelling ROI, enhancing brand awareness, and reinforcing the brand’s community ethos. The partnership with RTÉ was a strategic success, cementing Londis’ position in the competitive retail landscape and giving them a head start for the crucial Christmas period in a sector where a large portion of competitors have the resources to out-spend them.
