Londis, with over 60 years of heritage in Ireland, aimed to enhance its community engagement amidst fierce competition from major retailers like Aldi and Tesco. The brand’s key objectives included increasing awareness of its “Local Like You” messaging, bringing this idea to life for customers, and fostering pride among local retailers.
Recognising that community connection is vital to its brand identity, Londis strategically chose to partner with RTÉ and the Ireland’s Fittest Family TV sponsorship, leveraging the show’s broad reach to convey its commitment to local engagement in a cost efficient way. The campaign spanned October to mid-December, maximising visibility during a critical retail period in the lead up to Christmas.
Execution involved bespoke TV stings, in-show brand integration, extensive POS in local stores, social support and competition activations. By engaging with local families from the show and ensuring they were cared for by Londis on set, the brand deepened its community ties.
All of this required collaborative efforts from Core Sponsorship, Zenith, RTÉ, Kite Entertainment, Teneo and , of course, Londis to ensure a successful execution.
Results were very impressive: stings reached nearly 2 million viewers, and an average of 450,000 tuned in per episode. The campaign generated significant customer touchpoints through various media and in-store experiences, with feedback from local retailers being overwhelmingly positive. Ultimately, Londis achieved a remarkable 3.6:1 return on its sponsorship investment, demonstrating the effectiveness of its community-focused strategy.
