Cooking up some Karma

SV Good Food Karma 2016

SuperValu is investing €3m in one of its biggest advertising campaigns to date as it tries to convince the nation to ditch ready-meals, processed and convenience foods and cook much healthier food from scratch.

The campaign is part of its Good Food Karma initiative, which kicked off last year, and was created by DDFH&B with the media-buying managed by Starcom and Source out of home.

With a strong emphasis on digital, the campaign also includes TV, radio and press advertising as well as a strong Outdoor billboard presence.

SuperValu has recruited an army of foodies, with chefs Kevin Dundon and Sharon Hearne Smith, as well as Martin Shanahan, athletes David Gillick, Bernard Brogan and Anna Geary, and The Happy Pear twins David & Stephen Flynn.

This team of brand ambassadors has created a series of recipes, videos and blog posts, all available at, with the aim of inspiring Irish people to eat less processed food.

To support the campaign further, the team will be hitting the road this summer to visit communities across Ireland and give demonstrations to help people improve their culinary skills.

The Good Food Karma Project will focus on four key food moments; healthy breakfast, healthy mid-week meal, Friday night in and the backbone of every Irish family, the Sunday roast.

Speaking at the launch of Good Food Karma Project, Ray Kelly, Marketing Director at SuperValu commented, “At SuperValu we are passionate about supporting further growth in home cooking which will help ensure the next generation is healthier than the last. We want to change people’s relationship with food by demonstrating the real benefits of good wholesome food and the fun and satisfaction that is gained from cooking.”

May 3, 2016
Posted in: Recent Campaigns
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