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Mace Launches Nationwide €900k Advertising Campaign

By Donna Ahern
Mace Launches Nationwide €900k Advertising Campaign

Convenience retail network Mace will hit the airwaves this week as it unveils its latest multi-platform advertising campaign following a €900,000 investment by its brand owner, BWG Foods.

The campaign, titled ‘Going the extra smile’, will be anchored by a television advert which launched nationwide on Thursday, 9 February.

Accompanied by a series of digital and social media activities, the campaign encourages customers to ‘embrace their Mace face’. The campaign will also involve outdoor and radio advertising, as well as in-store promotions including special seasonal promotions such as Mace’s forthcoming St Patrick’s Day offers.

Commenting on the launch of the creative campaign for Mace, Alex Banahan, Mace Sales Director said: “We’re really excited about this advertising campaign and through it we’re hoping to provide some enjoyable entertainment that will lift the moods of our customers. The MACE brand is centred around excellence in customer service and always going the extra mile with a smile, something that we’ve also tried to achieve with this campaign.”

The campaign is a collaboration between BWG, advertising agency Ogilvy and production house Piranha Bar, and the television advertisement was directed by Gavin Kelly and choreographed by leading dance instructor Jane Shortall. Filmed in Mace, Blackrock, Co. Louth, the advertisement also includes a cast of highly talented dance performers.


The advertisement is viewable on Mace's website at

© 2017 - Checkout Magazine by Donncha Mac Cóil

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