The Guarantee of Guaranteed Irish campaign
Activation in stores by Retail Members
Guaranteed Irish is celebrating 50 years supporting businesses in Ireland in 2024. A new campaign ‘the Guarantee of Guaranteed Irish’ was launched to help inform what it is that Guaranteed Irish does, quelling myths of just ‘made in Ireland’ and focusing more on the positive impacts that businesses based here in Ireland can have on local jobs, community, and provenance. Retailers such as SuperValu and Centra, Applegreen, United Hardware, Meadows & Byrne and PTSB are examples of Guaranteed Irish members and partners who not only contribute to quality employment opportunities but also actively give back to their local communities in different ways. Moreover, they have each uniquely activated the Guaranteed Irish campaign within their stores.
By joining forces to work together, the campaign gained momentum and resonated differently with shoppers in the likes of Super Valu and Centra stores and online platforms, Homevalue (part of the United Hardware group) and Applegreen forecourts. Each retailer customised campaign assets to include their employees, which could be utilised for print displays in stores or shared as social media posts. Additionally, each retailer collaborated with Guaranteed Irish to produce a radio ad, which was broadcasted on tannoys and national radio. The official Guaranteed Irish campaign video was shared across the retailers' social media channels.
The engagement demonstrated by retailers, highlights the key benefits of being a member of Guaranteed Irish, emphasising the invaluable support network it provides. Collaborating on this campaign enabled all participants to contribute in whatever capacity they saw fit, and highlight the employment opportunities they create.
Guaranteed Irish was delighted with the support given to the campaign by the working retail group. Commenting on the success of the campaign Brid O’Connell CEO of Guaranteed Irish said; ‘’By working together, we were able to amplify the campaign which benefitted us all and we are grateful to our retail partners. It created more engagement and understanding from consumers, and it was important to us to show that each job created at our retail members is valued, it was great to see some of the assets tailored to show employees at work. The campaign explains the Guarantee of Guaranteed Irish and how membership can benefit businesses in Ireland. ‘’
We were delighted to share the activation on our social media platforms over the past few weeks whilst the campaign was running on programmatic, social media, OOH and radio. We gathered some of our retail members together at the site of one of the outdoor media bus shelters for a photocall.
