[JUDGING] Musgrave
Section: Social Media Advertising Team of the Year - In-house
Organisation Name: Musgrave
Team Questions
Organisation Name
Musgrave
Structure Of The Team And Their Roles
The SuperValu and Centra Social Media Team is a small specialist in-house team responsible for the strategy, planning, creation, publishing, optimisation, community management, social listening and performance analysis of two nationally recognised retail brands. Its purpose is to connect customers with each brand in a way that feels useful, entertaining and relevant, while supporting engagement, footfall, loyalty and sales.
The core social team comprises of Emma Henry, who leads strategy and direction across both brands; Shonagh O'Mahony, who manages SuperValu social planning, publishing, optimisation and performance; Michelle Cahill, who leads the Centra social programme; and Jamie Griffin, who creates short-form, platform-first video and social content. Cillian O'Keeffe supports the team part-time with memes, video and reactive creative.
The operating model gives each brand a distinctive social voice while enabling knowledge and sharing across the team. SuperValu leads with food expertise, authentic people and community connection. Centra leads with culture, entertainment, convenience and Irish wit. This combination of specialist ownership and cross-brand collaboration allows the team to act quickly without sacrificing strategic discipline.
Give Examples Of Your Content Creation Process
The team works to a platform-first principle: understand why an audience uses each channel, then create work that earns attention there. Planning combines brand priorities, promotional moments, cultural opportunities, audience insight, platform trends, competitor reviews, community feedback and performance data.
Each brand has a clear role. SuperValu aims to build trust and loyalty through food expertise, community and credible value. Centra aims to remain culturally relevant through entertaining, useful and community-centred content. The team does not rely on a single creative model. It combines always-on publishing, paid optimisation, planned campaigns, reactive content, memes, employee-generated material, local-store content and active community management.
In-house capability is critical. Jamie creates mobile-first video and creator-style content. Cillian's part-time support adds fast-turnaround memes, video and reactive assets. Shonagh and Michelle translate the brand strategies into channel plans and use performance analysis to optimise delivery. Emma connects the work to wider brand and commercial goals.
The team stays close to platform change through direct engagement with Meta and TikTok, agency collaboration, webinars, podcasts and internal knowledge sharing.
How Are Your Measuring Success Reach Links Traffic Etc
The team's impact is visible in both sustained weekly delivery and standout social-first work. Each brand typically generates approximately 20,000 to 30,000 engagements per week and reaches approximately 2.5 to 3 million people per week.
For SuperValu, The Difference Makers generated 58.5 million impressions and 180,000 reactions across owned channels. It also mobilised stores to create 333 pieces of people-led content, achieving 1.3 million organic reach locally. The programme demonstrated that authentic stories from colleagues, food specialists and community champions could deliver national scale while remaining locally relevant.
For Centra, planned and reactive content around The Traitors Ireland delivered more than 2 million views and over 25,000 engagements across Meta, TikTok and X. The wider sponsorship campaign achieved more than 16 million video views, over 4 million reach, 58,000 engagements and a 40% volume uplift on featured products.
These examples show breadth as well as scale. The team can build a long-term, people-led platform for SuperValu and move at the speed of culture for Centra. Both are delivered by the same lean in-house team, using insight, distinctive brand roles and agile content creation to turn social attention into brand and commercial value.
Give Three Examples Of Recent Updates Or Initiatives That Have Worked Well Link To Them And Give Some Metrics On Them
Example 1: SuperValu, The Difference Makers
The Difference Makers was designed to bring SuperValu's difference to life through the people behind the brand. Instead of relying only on centralised, polished assets, the social team celebrated real butchers, bakers, produce experts, wine specialists, retailers and community champions.
https://vm.tiktok.com/ZN8N3PBg2/ Paid & organic results combined across Instagram and TikTok - 3.3m video views, 21.4k likes, 3m reach, 51 comments, 637 saves, 422 shares. TikTok hook rate – 40.2% TikTok hold rate: 61.1%
Example 2: Centra, The Traitors Ireland. Centra’s activation of The Traitors Ireland demonstrated the team’s ability to turn a sponsorship into social participation.
Instagram: https://www.instagram.com/p/DO6DwrmCqzn/ – Paid & organic results for this instagram post – 111.6k views, 3.2k likes, 109.4k reach, 24 comments, 536 shares, 47 saves.
Example 3: Always-on performance
The team's effectiveness is not dependent on one campaign. It manages a demanding always-on programme across SuperValu and Centra, balancing planned brand activity with promotional priorities, cultural moments, community conversations and reactive opportunities.
Reacting to trends - https://www.tiktok.com/@centra_irl/video/7597830762406153494
Results - 2.6M Video Views, 17k likes, 72 comments, 610 shares, 481 saves
Why Are You Deserving Of Team Of The Year
The team believes its greatest strength is the combination of clarity and agility. SuperValu and Centra have distinct social roles, but both benefit from shared learning, in-house production and a constant focus on audience behaviour. Four dedicated specialists, supported by a part-time creative resource, deliver national-scale activity while remaining close to individual comments, trends, local stores and cultural moments.
This is not simply a publishing team. It is a group of strategists, creators, analysts and community builders who understand that attention must be earned. The team continually tests, learns and adapts, while ensuring that creative work remains connected to brand and business outcomes. That mix of disciplined strategy, platform fluency, warmth and speed is what makes the team a strong candidate for Social Media Advertising Team of the Year.