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Musgrave wins top business marketing award

Desi Derby (3rd from left), Marketing Director, Musgrave and Julie Cherry (2nd from right), Category Manager Fresh, Chilled Convenience & Dairy, Musgrave, are joined by Terry Brennan, Director, UTV and Emirates representatives to accept the top award in the Business Marketing Category on behalf of Musgrave's leading convenience retailers, SuperValu and Centra.

Musgrave’s leading convenience retailers, SuperValu and Centra, have been recognised at the prestigious UTV Business Eye Awards by winning the Business Marketing Category for their evening meal solutions campaign.

It was a successful night all-round as the company was shortlisted in two other categories, explained Desi Derby, Marketing Director, Musgrave: “Not only did we win the Business Marketing Award for our Centra ‘Make a Meal of It’ and SuperValu ‘Prepared for You’ campaign but we were shortlisted in the Family Business of the Year and Best Digital/Online Company of the Year categories. So from our perspective it was a night filled with success.”

The Business Marketing Award recognised the work done by Musgrave in researching and developing a range of convenient evening meal solutions and their unusual consumer launch event, continued Desi.

“With over 300,000 weekly shoppers across 120 NI SuperValu and Centra stores, we decided to carry out some qualitative research to better understand the value of the evening meal solutions category. That research helped us to develop our campaign which saw us advertise on buses, roll out a digital strategy; we empowered in-store ambassadors with training sessions and we brought the range to life in-store.”

Desi continued: “The exciting range was officially unveiled at an event at Belfast restaurant, Harlem. Guests, including press, were invited to the launch of a new menu ‘with a twist’ – the twist being that the meals served up were the new SuperValu and Centra evening meal solution ranges. Over 90% of those surveyed on the night said they would have been prepared to pay between £10-£15 for their main course; whilst 80% rated their meal as very good or excellent.

“The whole night was captured on film and included the surprised but delighted reactions from guests about the food. The footage was then uploaded to Centra and SuperValu’s social media platforms where almost 50,000 viewed the results. We’re delighted that the UTV Business Eye Awards and the judges recognised our creativity, dedication and bravery in delivering a marketing campaign that we can now describe as award winning.”, concluded Desi.

The Centra ‘Make a Meal of It’ and SuperValu ‘Prepared for You’ ranges are available in selected stores across Northern Ireland. For further information on Centra and SuperValu visit www.centra.co.uk or www.supervalu.co.uk.

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