Case Study: SuperValu rejuvenates supermarket shopping with Household

SuperValu boosts food-to-go 30% with Household

SuperValu, a leading Irish supermarket retailer, faced the challenge of rejuvenating its brand and customer experience to set a new category standard and fend off emerging competition, especially during a period of extreme change brought on by COVID-19. They briefed the vendor, Household, to overhaul their brand position, identity, and the customer experience both online and in-store to enhance their role in customers' lives for food quality and modern community living.

Household implemented a comprehensive brand and experience strategy, creating a 'shopperable food market' concept with steel pavilions for various food concessions, an updated visual identity using a brighter red and modern typography, and a new 'Connecting Circle' brand mark. This solution resulted in significant measurable impacts: a +30% uplift on food-to-go, a +60% increase on prepared meals, and substantial growth for partner brands. Furthermore, 80% of customers reported the store felt more modern. Household delivered a new standard for food retail in Ireland that successfully resonated with customer values.

SuperValu