Centra – Brighten Up Your Day

The new Centra TV commercial refreshes the brand position for the first time in over a decade.

Breaking with a long-established theme ‘For the way we live today’, the Centra brand is adapting its message to a much-changed environment.

The TV idea is based on a strong and simple insight: Now more than ever, people are on the lookout for simple ways to bring a little happiness into their everyday lives.

The TV commercial tells the story of a guy in a typical Irish town who decides to throw an impromptu, inexpensive get-together with friends and neighbours. The local Centra store is a key help in making it all happen. It’s a story that is very local and very Irish, in keeping with the brand identity of Centra.

The commercial was filmed in Howth, casting local people as extras and semi-featured parts so there is an evident and natural engagement among the people as the event starts to take shape.

The result is a commercial which brings the new Centra positioning ‘Brighten up your day’ to life through a warm and engaging story.

The ‘Brighten up your day’ launch is a through-the-line campaign featuring TV, radio, outdoor, press and digital. Thanks to all involved – now here’s hoping for a brighter summer!

Centra ‘Brighten up your day’ Ray Kelly, Marketing Director Super Valu & Centra. Tara Clifford, Centra Strategic Marketing Manager. Moya Verling, Centra Brand Manager. Dave McGloughlin, Board Account Director, Muirghin Brophy, Acccount Director. Yvette Kelly, Account Manager. Mal Stevenson, Creative Director. Aidan Dowling, Copywriter. Kirk Bannon, Art Director. Grainne O’Driscoll, Agency Producer. Rocket Production Company. Declan Lowney, Director. Windmill Lane Post Production.