SuperValu Red Meat Basket Uplift Concepts

SuperValu Ireland, in partnership with Kepak Foods, wanted to reverse a dip in red meat sales by helping shoppers feel more confident, inspired and informed at key points in store.

The challenge was twofold. At the butcher counter, shoppers often needed reassurance around which cuts worked best for different meals — from stews and stir-fries to steaks and slow-cooked favourites. In the pre-packed aisle, the opportunity was to communicate quality, provenance and value more clearly, while using shopper marketing mechanics to increase basket spend.

The work created a flexible in-store messaging system across butcher counter cards, A-board style POS, window posters, shelf-edge strips, fins and fridge stickers. Each execution used simple, confident copy to reduce purchase anxiety, encourage conversations with butchers, spotlight Irish beef credentials and make promotional offers feel more engaging.

From “Curious about cuts?” to “Meaty savings”, the campaign used clear, memorable lines to turn red meat from a slightly intimidating purchase into an easier, more appetising choice.