Fresh food quality is the theme that Supervalu is running through all its promotional channels in 2014 and the sponsorship of the 2014 All Ireland Football Championship is no exception.
This year’s campaign kicked off with a TV ad featuring Dublin’s Bernard Brogan at the start of this month and yesterday the brand launched the ‘GAA Winning Tastes of Summer’, a selection of favourite recipes made from quality produce that GAA stars have compiled to share with fans for the Championship ahead.
The recipes are drawn from the players’ childhood memories of food that they associate with the GAA, along with tried and tested recipes that they use to prepare for a big match and their favourite treat dish that they cook up to celebrate a win.
Celebrity chef and Supervalu ambassador Kevin Dundon was also on hand at the Cook’s Academy in Dublin for the launch and brought his own memory of match days to the event by recreating a fancy version of the GAA staple, the ham sandwich.
SuperValu are looking to tap into the twin social media winners of sport and food by inviting people to share their own food memories, in words and pictures using the hashtag #SVwinningtaste on twitter to be in with a chance to win prizes throughout the Championship.
These will include a VIP trip to the All-Ireland Final, a weekend stay in Dunbrody House along with SuperValu shopping vouchers and food hampers.
“Supervalu is at the heart of local communities and last year’s Community Fund initiative really developed our own brand needs in tandem with the strengths of the GAA,” said Niamh Skally, Supervalu Community and Sponsorship manager speaking to Sport for Business yesterday.
“The TV Ads highlight the fact that shopping at Supervalu delivers three times more back to local economies than is the case at other outlets and our commitment to Ireland is an important part of our association with the GAA.”
Players and parents are increasingly aware of the importance of nutrition as part of their sporting preparation and the campaign will highlight the importance of quality fresh food throughout the summer.
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