Business

Henderson Group 'hits the diff' with new TV ad campaign

Country music star Marty Mone joins Bronagh Henderson and Paddy Doody from the Henderson Group to launch Eurospar's brand new Your Community Supermarket campaign.

HENDERSON Group, owners of Eurospar supermarket brand in the north, has enlisted the help of Irish viral country star Marty Mone for their new community centred television ad campaign.

The group has invested £150,000 in year one of a new strategic direction for the brand, launching the Your Community Supermarket campaign alongside the new TV advertisement.

The retail outlet will now be known as 'Your Community Supermarket', casting more of a focus on the communities, families, schools and charities that will benefit from having a Eurospar locally.

The group has collaborated with the Co Monaghan artist, who has written a catchy, bespoke tune for the ad, based upon his popular hit 'Hit the Diff'.

The ad sees a typical day in the community rotating around a EUROSPAR supermarket, from local fresh food suppliers picking and delivering their goods, staff interacting with shoppers, kids enjoying sports days that the supermarket has sponsored, a defibrillator being unveiled outside for community use, charity events and family fun days.

Launched on Saturday, the ad was filmed at Eurospar Maghaberry and produced by award-winning Belfast agency, Genesis Advertising and directed by Micky O'Neill from Spot On.

Head of brand marketing at Henderson Group Bronagh Henderson said the new ad was a way of further establishing roots in local communities.

“Our ambition for this year is to open at least 10 more Eurospars in local communities, provide concessions that communities need, invest even further in the brand and communicating that messaging to shoppers."

“Every positive element that a EUROSPAR brings to a community is covered in our new strategy, and shown in the ad, which culminates in a big party with Marty Mone performing. It's fun and fresh and we're delighted with the outcome," she added.

There are currently 57 Eurospar supermarkets across the north, with plans to open at least 10 more to be this year. The latest Eurospar supermarket was opened in Carrickmore, Co Tyrone last week.

Henderson Group employs over 3,000 staff in Northern Ireland and supplies to 422 Spar, Eurospar and Vivo-branded stores, with 79 stores owned by the company.

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