5th May 2022
Northern Ireland’s leading convenience brand Centra has launched a new region-wide marketing campaign celebrating the choices that define us.
Introduced to retailers at Musgrave’s Retailers’ Conference last week at the Slieve Donard Hotel, Centra’s Choices campaign focuses on four behaviours that promote happiness in ourselves and others – Positivity, Kindness, Respect and Attitude. Taking a multi-channel approach, the campaign will be highlighted across broadcast, print, PR, social and digital.
Social media influencer partnerships have also been utilised to support the campaign including RuPaul’s Drag Race Vs the World winner, Blu Hydrangea; TikTok sensation and disability activist, India Sasha, and Instagram fashion blogger and cancer survivor, Aisling Gallagher (Galsgoss) who will bring the campaign to life across their social platforms. Centra is also looking forward to revealing a partnership with a fourth social media influencer later this month.
They’ll join Centra ambassador, Pete Snodden in question and answer sessions, broadcast on Instagram Live during the month of May discussing how the choices they have made have led to where they are now.
Desi Derby, Marketing Director at Centra, commented on the launch of the campaign,
“Centra’s ‘Choices’ campaign is a bold statement about where we are as a brand and how we fit into the everyday lives of consumers. It is important that we evolve with our customers and the four pillars of our campaign – Positivity, Kindness, Respect and Attitude – aim to connect with our customers and position Centra as a modern and progressive brand. Ultimately this will drive footfall to our stores, increase sales and support our retailers.”
Forming part of the marketing campaign, Centra has also launched a region-wide Community Fund to the value of £5,000.
Community groups are encouraged to apply for Centra’s ‘Choices’ fund, with five individual pots of £1,000 available. Applications are now open and will remain open until mid-August.
Applicants for the community fund grants must demonstrate how their projects will benefit the wider community and how it aligns with one of the four behaviours celebrated in the campaign.
To support retailers, a wealth of instore marketing collateral focusing on the community fund will be displayed throughout Centra stores across the region to strengthen the connection between the campaign and the instore experience.
“The choices we make define us and at Centra, we choose community, so we are excited to launch our £5,000 fund to give back to the neighbourhoods in which we operate and show support for community at a grassroots level. We encourage community groups, charities and not for profits from across Northern Ireland to apply on behalf of the projects they’re currently undertaking and could use some help with.
“It’s an exciting time for Centra and as we move forward, we will remain at the heart of our communities and support our customers as they navigate their way through their everyday choices.”
Photo caption: Centra ambassador, Pete Snodden; Drag Artist, Blu Hydrangea and Desi Derby, Marketing Director at Centra.