SuperValu’s New Campaign Is a Rallying Cry to Irish Households to Put the Tablet Away at the Table

“When did the food that brought us together get replaced with the feeds that pull us apart?” That is the question posed in Boys+Girls’ mouth-watering new campaign for SuperValu, ‘Dinner time well spent’.

The campaign is a rallying cry to Irish households to put the tablet away at the table and reconnect over delicious, quality food from SuperValu. From the familiar call to "Dinnnnnneerrrrrr", to a young lad tasting Fufu (a West African dish) for the first time in his Nigerian friend’s house, this campaign celebrates the magic that happens when we break bread together.

Shane Lynch, Head of Marketing at SuperValu, said: "At SuperValu, we recognize the immense value of family dinners. They're as much about nutrition, as they are about connection and creating lasting memories. Our 'Dinner time well spent' campaign is a call to Irish families to prioritise this most Irish of rituals, by coming together and enjoying the freshest, highest-quality food that will make every family dinner a special occasion."

Kris Clarkin, creative director at Boys+Girls, added: "In crafting this campaign, we wanted to create a narrative that resonated with every Irish family. That’s why we placed the camera at the centre of the table; to put the viewer at the heart of the action, amidst an array of incredible meals made entirely with SuperValu ingredients and products. This spot isn’t about calling people out for using their devices. It is simply a reminder that the best connection at the dinner table is with the people you’re eating with.”

SuperValu’s ‘Dinner time well spent' commercial launches on September 6th and will run across TV, VOD, and cinema. It was directed by Fern Berresford and produced by Motherland. The work will be supported by a fully integrated campaign ensuring the 'Dinner time well spent' message reaches Irish families across multiple touchpoints. The approach aims to spark a national conversation about the value of shared mealtimes and position SuperValu as the go-to brand for creating these precious family moments.

As families across Ireland continue to navigate the challenges of modern life, SuperValu is committed to helping them carve out time for what truly matters – connecting with loved ones over a delicious, home-cooked meal. It's time to log off, tuck in, and rediscover the joy of dinner time well spent.