SuperValu Imaginative Wine Launch is Toast of PR Excellence Awards

Awards for Excellence in Public Relations 2016
Awards for Excellence in Public Relations 2016

On the 15th July we got our glad rags on and raised our glasses to glorious wine at the Awards for Excellence in Public Relations.

Although Graham Norton himself couldn’t quite make it, glasses were raised to the popular chat show host when the SuperValu launch of his wine to Ireland won the best consumer PR campaign.

The roll out of Norton’s wine in SuperValu stores was implemented with the sort of fun that the Corkman would applaud. On-street stunts, media tie-ups and social media buzz were created to launch Norton’s wine to the Irish market.

The famous red-chair was brought to South King street as passers-by shared their big red chair stories with Hector Ó hEochagáin. The stories were shared on social media, with the best story winning VIP tickets to the Graham Norton show. A promotion was also run on Xpose to win a trip to London, with VIP tickets to the Graham Norton show.

SuperValu, who were the exclusive stockists of Graham Norton’s brand new award winning Sauvignon Blanc wine, implemented a high impact PR campaign in November 2015. As there was no above the line marketing support for this campaign, SuperValu relied solely on PR activities to drive the campaign. The campaign excited media, key opinion formers and general public, driving sales of the wine in SuperValu stores around Ireland resulting in the product selling out in many outlets. With a budget of under €20,000, the SuperValu launch of the Graham Norton wine gained SuperValu media exposure of over €200,000 over three weeks and a reach of over 12million.

The Awards for Excellence in Public Relations recognises the elite PR campaigns of 2016 and showcases the highest attainable professional standards from public relations professionals. They are hosted by the Public Relations Consultants Association of Ireland. This year’s PR awards saw a record number of entries, with a 30 percent increase on last year.

What a fantastic story for the big red chair!

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