“We’re in the middle of something big. It’s called… community”
“We’re in the middle of something big. It’s called… community”

With measures in place across Ireland to restrict the spread of the COVID19 virus, many Irish people have taken a variety of creative approaches to spread joy.

Recognising the importance of community across the country SuperValu wanted to share a snapshot of how even during the most difficult times, it brings out the best in everyone.

As the voice over says – “we’re in the middle of something big. It’s called… community”. A TV campaign, created by TBWA\Dublin, showcases real Irish people doing positive things to brighten up their community – from teddy bear hunts, to colourful signs, to street karaoke parties to charity walks.

The TV ad, turned around within days by the agency and production company Motherland, collated champions from around the country; the people whose everyday actions in some way brighten their neighbourhoods, communities, even the whole country.

"As a community brand SuperValu have shown exceptional leadership," said Yvonne Caplice, Business Director at TBWA\Dublin. "Real people remain at the heart of the brand. This was a great opportunity to support and recognise their pride of place in communities across the country."

Tara Clifford, SuperValu Strategy Brand Manager, added “We are in a position where we play a proud role at the heart of communities across Ireland. Recent times have shown just how positive that can be. We wanted in some way to recognise all the good work and nice things that people are doing for each other. It’s what makes us especially proud to be part of their community too”.