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SuperValu The Biggest Spender On Outdoor Advertising In February

Published on Apr 1 2014 4:47 PM in Retail

SuperValu The Biggest Spender On Outdoor Advertising In February

SuperValu was the biggest spender on Outdoor advertising in February, according to the latest Posterwatch report from PML Group.

The retailer accounted for €691k of 'Outdoor' spend during the month, which coincided with the transfer of the former Superquinn stores to the SuperValu brand.

Lucozade Sport was the biggest spender on Outdoor advertising in February in the Food & Drink sector. The energy drink brand accounted for €345k worth of spend.

Dairygold was the second biggest Food & Drink spender on Outdoor, accounting for €317k worth of spend, followed by a series of Mondelez brands: Halls XS (€264k worth of spend), Cadbury Egg'n'Spoon (€258k worth of spend), Cadbury Dairy Milk (€225k worth of spend) and Cadbury Creme Egg (€216k worth of spend).

"SuperValu ran the month’s biggest campaign around the rebranding of the 24 Superquinn stores across Dublin as well as Limerick, Clonmel, Waterford, Kilkenny, Carlow and Wicklow," PML Group said in its report. "Kerry Group’s market leader Dairygold brand took to the streets to offer meal time usage opportunities. Elsewhere, rugby themed campaigns for the GuinnessPlus App and Lucozade Sport capitalised on Ireland’s successful 6 Nations."

Overall, retail outlets accounted for €1.42 million worth of spend during the period, with Confectionery & Snacking accounting for €1.3 million worth of spend, Food accounting for €1.06 million worth of spend, and Soft Drinks accounting for €719k worth of spend.

The figures contained in this report are based on published Media Owner rate cards and refer to display values only.

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