SuperValu is following up on its Good Food Karma campaign launched in 2015 with a new campaign developed by agencies DDFH&B, The Reputations Agency and Starcom.

The supermarket chain plans a €3 million investment in the marketing campaign, which includes TV, radio and print media as well as outdoor presence and digital activation.

A nationwide roadshow visiting communities around Ireland to show them how to get cooking also forms part of the campaign. The campaign launches on TV from April 22 and will run to the end of the year.

Campaign ‘ambassadors’ include chefs Kevin Dundon, Martin Shanahan and Sharon Hearne Smith, athletes David Gillick and Bernard Brogan and ‘inspiring foodies’  Conor Bereen, Marc Bereen, Duncan Maguire, Federico Riezzo and Ciaran McGonagle.

Ray Kelly (pictured), Marketing Director at SuperValu, commented:  “Our research tells us that younger adults are cooking less due to time pressure and lack of skills. Only 1 in 10 adults are involving their children in cooking at home, which is a concern given the importance of cooking as a life skill.

In Association with

“Customers are looking for inspiration, advice and guidance on what they can and should cook for their family and friends. Our Good Food Karma project is all about giving people the tools and skills to enable them do precisely that – from providing food inspiration ideas to simple advice on cooking skills.”