Retailer ‘hits the diff’ with brand promotion

Singer Marty Mone joins Bronagh Henderson and Paddy Doody from Henderson Group to launch the new Your Community Supermarket

Singer Marty Mone joins Bronagh Henderson and Paddy Doody from Henderson Group to launch the new Your Community Supermarket

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Henderson Group, owners of the Eurospar supermarket brand in the province, has enlisted the backing of rising country singing star Marty Mone in a campaign to launch its new identity for the brand.

Mone, whose online performance of his song ‘Hit the Diff’ has been a runaway viral hit has produced a new song for a £150,000 drive to promote the new Your Community Supermarket identity as the retail outlet will now be known.

The advertisement sees Marty sing a new version boasting about the features of the community supermarket; from fresh local produce, the amenities and services available, its community roots and charitable giving.

“We now have 57 Eurospar supermarkets across the country and shoppers are demanding more from their local outlets; they want more variety, better value, higher quality, local products, and they need convenience,” said Bronagh Henderson, acting head of brand marketing.

“Every positive element that a Eurospar brings to a community is covered in our new strategy, and shown in the ad, which ends in a big party with Marty performing. It’s fun and fresh and we’re delighted with the outcome.”