Launch of Live Well

Challenge: Centra, Ireland’s leading convenience retailer has over 460 stores nationwide. The introduction of ‘Live Well’ was a complete step-change for the Centra brand with the aim to redefine everyday convenience retailing by providing shoppers with choices and information about healthy & nutritious food through a range of activity

Solution: FleishmanHillard and Centra developed an ‘always-on’ campaign that was executed across all channels – paid, earned, shared and owned to deliver high awareness and engagement with the brands’ target audiences. We worked with leading dietician and INDI member Sarah Keogh to deliver our health message and put together a panel of influencers who spoke to our target audiences – premium professionals, mums etc. We managed a live national TV broadcast, media launch event, social media content, extensive media relations and radio promotions.

Impact: The campaign was a huge success securing a total circulation of 1.2 million and a social media reach of 2.3 million. Sales of the Live Well range at Centra rose by 30%