2004 Big Tick winner

Big Tick winner in 2004

2005 Big Tick winner

Re-accredited in 2005

2006 Big Tick winner

Re-accredited in 2006

Big tick winner

Musgrave SuperValu-Centra (NI) Ltd – SuperValu Driving Home Early Detection with Action Cancer in Northern Ireland

Co-Operative Financial Services Cause Related Marketing Award 2004

An innovative Cause Related Marketing partnership launched in 2001 between SuperValu, part of the independent retail group Musgrave SuperValu-Centra (NI) Ltd, and the charity Action Cancer. The retail group supports Action Cancer’s Mobile Detection Unit to promote awareness and early detection of breast and cervical cancer in key areas of Northern Ireland where uptake of screening services remains low. Originally a three year agreement, the partnership is now in its fourth year and is planned to continue until at least 2009.

Processes

Based at the heart of local communities, the partnership between SuperValu and Action Cancer provides the ideal opportunity for the business to engage its target audience of women aged over 45, a group also identified by Action Cancer as the most susceptible to breast and cervical cancer. The partnership aims to build customer loyalty and generate morale and team building opportunities through staff involvement, and to confirm SuperValu as a major player in the area of community investment. In addition, SuperValu raises funds for and awareness of the Mobile Unit, helping to save lives through extending the reach of mobile visits and communicating the importance of early detection.

SuperValu hosted the Mobile Unit at 14 of its 35 stores across Northern Ireland in 2005 by donating its store forecourts for parking, and providing electricity and water required by the Unit. SuperValu funds all marketing and PR activity promoting the Unit and the partnership, ensuring that each visit is highly visible and well attended. Stores promote visits via posters and tannoy announcements and through joint branding on shopping bags, sales promotion leaflets and on the Unit itself.

As part of the extended partnership, SuperValu has agreed to finance two thirds of the new mobile unit costing £650,000. Fundraising commenced at Christmas 2004 and the new mobile unit will be on the road by September 2006. The new vehicle will be a high-tech coach with a variety of health promotion services on board, targeting a wider audience.

Impact

  • Differentiated SuperValu from its competitors through customer acknowledgement and awareness of its commitment to the local community (88% of customers were aware of programme and 100% felt better about shopping at SuperValu)
  • Built SuperValu’s brand profile by increasing its share of voice and confirming its caring credentials
  • Improved staff morale and provided development opportunities
  • £90,000 worth of media coverage was achieved in 2005 for the campaign (£323,500 since 2001)
  • Over £300,000 donated in sponsorship and store fundraising to the Mobile Unit since the start of the partnership (£138,000 in 2005)
  • 8,500 women seen by the Mobile Unit since the start of the partnership, 1,500 of these in 2005 alone
  • Increased Action Cancer’s profile amongst donors and key service audiences
  • Raised awareness of women’s cancers amongst hard to reach groups
  • Helped Action Cancer establish new corporate relationships (approximate value £100,000 per annum)

See also