[JUDGING] Musgrave SuperValu
Section: Social Media Strategy: Brand
Organisation Name: Musgrave SuperValu
General Strategy Questions
Name Of Brand Client
SuperValu
Name Of Brand Client Copy
Yes
Personpeople Who Led This Campaign
Emma Henry and Shonagh O'Mahony
Do You Use Alt Text In Your Images And Caption Your Videos
Yes
What Objective For Campaign
The objective of this strategy was to establish SuperValu as Ireland's most trusted food voice on social media by leveraging its strongest and most distinctive assets: food expertise, local stores, trusted relationships and community connection. The strategy aimed to move beyond using social media primarily as a promotional channel and instead build deeper, long-term customer relationships through authentic storytelling, active engagement, credible value and community-led content.
This approach was developed in response to an increasingly competitive grocery category, where social feeds are crowded with similar promotions and food content. The strategy was structured around three roles: food expertise wins long-term loyalty, community wins the heart and value wins the trolley.
Outline Your Strategy For This Campaign
SuperValu's social media strategy is built around three content pillars: Food Expertise, Community and Value. Food Expertise establishes SuperValu as a trusted source of recipes, meal inspiration, supplier stories and practical food knowledge. Community showcases the people and organisations at the heart of local life, including store colleagues, local stores, GAA partnerships, TidyTowns initiatives and community champions. Value remains commercially important but is communicated within a broader brand narrative rather than through promotional messaging alone. The strategy is tailored to audience behaviour across platforms. TikTok focuses on creator-led discovery, food trends and short-form video. Instagram prioritises food inspiration, supplier stories, community content and Reels, while Facebook plays an important role in communicating value and local community connections. A key principle is creating platform-first content rather than repurposing advertising. The team increasingly features real colleagues, suppliers, experts and locally created content, supported by strong hooks, short-form video and social-first storytelling. Weekly reporting, social listening and competitor analysis inform ongoing optimisation, while repeatable editorial series build audience familiarity and loyalty.
What Were The Outcomes For This Campaign Metrics Next Question
The strategy has given SuperValu a clearer and more distinctive role on social media, moving the brand beyond primarily promotional communications towards platform-first content built around food expertise, real people, community and credible value.
It has enabled colleagues, food experts, suppliers, retailers and community champions to become authentic brand storytellers, strengthening trust and making SuperValu’s content feel more useful, relatable and locally relevant. Local stores have also become active content creators, allowing the strategy to operate at both national and community level rather than relying solely on centrally produced campaigns.
The approach has created repeatable editorial formats across food, GAA, TidyTowns and local storytelling, helping the team build greater consistency while responding to the behaviours of audiences on TikTok, Instagram and Facebook. Strong audience engagement, sharing, saves and positive responses to people-led and food-led content provide early validation that the strategy can deliver both reach and meaningful connection.
As implementation is ongoing, these outcomes represent strong evidence that the strategic direction is working and provide a foundation for continued growth.
What Are Your Metrics For This Campaign Real Metrics Please
• 58.5 million impressions generated through The Difference Makers programme.
• 180,000 reactions (likes, comments and shares) across owned social channels.
• 333 pieces of people-led local store content created, generating 1.3 million organic reach.
• Conor Moore's Yes You Scan campaign delivered 2.6 million video views and 7,000 engagements across platforms.
• Expert-led content drove strong performance, including the butcher content which achieved 3.3 million video views, 21.4k likes, 3 million reach, 637 saves and 422 shares across Instagram and TikTok.
• Sarah Butler's Easy Seedy Brown Bread recipe generated 60.9k video views, 2.1k engagements, 1.3k saves and 133 shares on Instagram.
• Trending food content also delivered scale, with the Crisp Board trend generating 975.1k video views and the Hailey Bieber Smoothie content generating 707.1k video views on TikTok.
• Community content performed strongly, with GAA content achieving 2.9 million video views and TidyTowns content achieving 401k video views across platforms.
Is There Anything Else You Want To Add Be Brief
This strategy has established a clear framework for how SuperValu shows up on social media, creating greater consistency across channels while allowing local stores, colleagues and community partners to participate in storytelling. The early results provide strong evidence that food expertise, authentic people-led content and community connection can differentiate the brand, build trust and drive meaningful engagement at scale.
