[JUDGING] Centra Ireland
Section: TikTok Brand
Organisation Name: Centra Ireland
TikTok Questions
Name Of Brandclient
Centra Ireland
Personpeople Who Leads This Account
Michelle Cahill and Jamie Griffin
Link To The Web Version Of Your Instagram Account
https://www.tiktok.com/@centra_irl
Do You Use Alt Text In Your Images And Caption Your Videos
Yes
Outline Your Instastrategy - Why Is Instagram For You
TikTok gives Centra the opportunity to show up where our audience comes to be entertained, not advertised to. It plays a crucial role in engaging our ‘Young Frees’ audience – Gen Z and younger Millennials who can be difficult to reach through traditional advertising. 65.4% of our TikTok audience is aged 18–34.
Our strategy is simple: stop behaving like a retailer and start thinking like an Irish TikTok creator. Don’t make ads, make TikToks.
Entertainment and platform-native thinking come first. We use strong hooks, trends, Irish humour, cultural moments, employee-generated content and everyday occasions to earn attention, weaving products, offers and campaigns naturally into the story.
From The Traitors and GAA to deli debates, product discoveries and the trends taking over Irish TikTok, we join conversations our audience is already having and give them a distinctly Centra spin – bringing our Live Every Day positioning to life through the pace, humour and spontaneity of modern Irish life.
Our predominantly in-house model combines planned campaigns with reactive content, allowing us to create at the speed of culture. Performance and competitor activity are continually reviewed, with learnings feeding directly into what we create next.
The goal isn’t simply to be present on TikTok, but to make Centra one of Ireland’s most relevant and engaging retail brands on the platform.
How Can You Measure Impact To The Bizorg
Our TikTok impact goes beyond views and likes. We measure success by how the channel supports Centra’s wider brand and commercial objectives – from reaching priority audiences to driving product discovery, launches and customer action.
In 2025, TikTok generated 237M video views and 888K engagements, with momentum continuing into 2026. Centra has consistently generated the highest TikTok engagement among Ireland’s leading grocery retailers, while adding 17K followers in 2026.
Audience quality matters too. 65.4% of our TikTok audience is aged 18–34, directly connecting Centra with our strategically important ‘Young Frees’.
Most importantly, TikTok supports tangible business outcomes. During the My Centra App launch, TikTok brought the proposition to life through entertaining, accessible content, driving awareness and contributing to Centra achieving its app download targets.
We saw similar impact when launching a new deli sauce. Creator-style TikToks took the product beyond the deli counter, generating conversation, encouraging trial and helping it become a popular customer favourite.
Performance is reviewed weekly, with insights used to optimise content and identify what resonates most with our audience.
For Centra, TikTok’s business impact is clear: it turns attention into brand relevance, product discovery, trial, downloads and customer action.
Link To An Example Of A Great Update Include The Stats Business Accounts Have Metrics For This Update Tell Us The Purpose Of This Update
https://vm.tiktok.com/ZN8FRNNLb/
This TikTok is a perfect example of Centra’s entertainment-first strategy in action. Its purpose was to tap into a trending sound and format while naturally showcasing one of Centra’s most iconic products – our deli – through an authentic member of our store team.
Rather than creating a traditional product ad, we took a trend our audience already understood and gave it a distinctly Centra twist. Filmed in-store and featuring a real colleague, the creator-style execution made the content feel native to TikTok, with the deli naturally part of the entertainment rather than a separate sales message.
The approach delivered our best-performing TikTok of 2026 to date, achieving 2.1M reach and 2.2M impressions, alongside 34K likes, 99 comments, 1.4K shares and 659 saves. Crucially, it also drove 5,304 profile views, showing that the content didn't just entertain in-feed but encouraged audiences to actively discover more from Centra.
The result demonstrates the strength of combining cultural relevance, real employees and recognisable Centra products: a simple, reactive TikTok that turned an everyday deli moment into content watched and shared at scale.
Link To A 2nd Example Of A Great Update Include The Stats Business Accounts Have Metrics For This Update Tell Us The Purpose Of This Update
https://vm.tiktok.com/ZN8FdtN9H/
This TikTok demonstrates the power of employee-generated content in bringing Centra’s Live Every Day positioning to life. Following Mayo’s All-Ireland football win, colleagues in one of our stores were captured celebrating together – an authentic moment of joy that perfectly reflected the excitement being felt across the county.
Rather than prioritising polished production, we recognised that the rawness of the security-camera footage was exactly what made the moment special. It gave audiences an unfiltered glimpse of the real people behind Centra and allowed the personality of our store colleagues to shine through.
The purpose was to join a major Irish cultural and sporting moment in a way that felt genuine to Centra’s role at the heart of local communities. The wholesome, spontaneous celebration resonated strongly with audiences, reaching 910K people and generating 1.1M impressions, 26.8K likes, 48 comments, 297 shares and 443 saves.
Its success reinforces an important part of our TikTok strategy: great content doesn’t always need high production values. Sometimes the most powerful brand content is already happening in our stores – our role is to recognise it, react quickly and give those moments a platform.
Link To A 3rd Example Of A Great Update Include The Stats Business Accounts Have Metrics For This Update Tell Us The Purpose Of This Update
https://vm.tiktok.com/ZN8FRa8Nw/
This TikTok shows how Centra uses entertainment to drive discovery of new products. To launch our new Biscoff Croissant, we paired the product with a trending TikTok sound, using colleagues in-store to introduce it in a way that felt native to the platform rather than relying on a traditional product announcement.
The purpose was to build awareness and excitement around the launch, particularly among our younger TikTok audience, while giving viewers a reason to seek out the new product in-store. By leading with a recognisable trend and letting the product become part of the entertainment, we were able to communicate a clear commercial message without interrupting the TikTok experience.
The video delivered 1.7M impressions and reached 1.6M people, generating 8.1K likes, 62 comments, 639 shares and 347 saves. It also drove 4,760 profile views, demonstrating strong curiosity beyond the video itself.
The result shows how TikTok can turn a simple new-product launch into a discovery moment at scale – using trends to earn attention first, while putting a new Centra product in front of more than 1.6 million people.
Link To A 4th Example Of A Great Update Include The Stats Business Accounts Have Metrics For This Update Tell Us The Purpose Of This Update
https://vm.tiktok.com/ZN8FRXcvD/
This TikTok demonstrates how Centra turns major commercial priorities into entertainment people actively choose to engage with. During the launch of the My Centra App, a store colleague tapped into the viral ‘6-7’ trend to promote one of the app’s key benefits: buy six Frank & Honest coffees and get your seventh free.
Rather than explaining the benefit through a traditional loyalty message, we used a culturally relevant trend, real colleague and familiar Centra product to make the proposition memorable, entertaining and highly shareable.
The purpose was to drive awareness of the new app and give customers a clear reason to download and scan it. Social played a significant role in the wider launch, helping My Centra exceed expectations and achieve its registration and active-user targets far earlier than planned.
The TikTok reached 1.7M people and generated 1.9M impressions, 10.7K likes, 240 comments, 6.7K shares and 789 saves, while also driving 4,887 profile views.
With 6.7K shares alone, the results show that a functional loyalty message can become content audiences actively distribute themselves. It captures our TikTok strategy at its best: commercially purposeful, culturally relevant and entertaining first.