Irish Supermarket SuperValu Says 'Bring It On' in Inclusive Spot from TBWA\Dublin

In an inspiring new campaign created by TBWA\Dublin, Irish supermarket giant SuperValu champion inclusivity.

SuperValu is the largest supermarket chain in Ireland and key sponsor of Gaelic football, the country’s number one sport. However, as a sport it is considered significantly unrepresentative of Ireland’s increasingly diverse population. To mark the sponsorship, TBWA\Dublin created a campaign with the key message that SuperValu believe in bringing everyone into the game, in a true celebration of inclusivity, equality and welcome.

The campaign kicks off with a powerful 60-second spot featuring a collection of real players, officials and supporters of different ages, race, gender, physical and mental ability. Each of whom has something different to bring to the game – by virtue of their individual story. By facing their own prejudices and difficulties, to take a welcome part in the game, they inspire everyone to embrace inclusivity.

“For us, it was never about SuperValu simply being a sponsor of the game, rather a powerful message of inclusivity from a brand that understands what the game means to everyone, and how the love of the game is the same regardless of your story” said Alan Byrne, Senior Copywriter at TBWA\Dublin.