BWG News

MACE Gives Customers a Reason to ‘Smile’ With New €900k Advertising Campaign

Irish 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 imaginative campaign, which builds on MACE’s unique brand proposition entitled ‘Going the extra smile’, will be anchored by a colourful and upbeat TV advert which launched nationwide on Thursday 9th February.

Accompanied by a series of disruptive digital and social media activities, the campaign has been designed to visually transport viewers into a vibrant and uplifting world, encouraging customers to embrace their ‘MACE face’ and smile throughout the day.  The TV commercial will be supported by outdoor and radio advertising, as well as in-store promotions including special seasonal promotions such as MACE’s forthcoming St Patrick’s Day offers which run from 13th – 19th March.

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.”

A creative collaboration between BWG, advertising agency Ogilvy and production house Piranha Bar, the advertisement was directed by Gavin Kelly and choreographed by leading dance instructor Jane Shorthall. Filmed in MACE, Blackrock, Co. Louth, the advertisement also includes a cast of highly talented dance performers.

MACE is the longest established convenience brand in Ireland, serving local communities for over 50 years.  Operated by independent retailers, the network includes local community stores as well as forecourt shopping, with approximately 230 stores around the country.

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