Contact

Musgrave Group
Creating distinctive campaigns across some of Ireland's most familiar brands

Client:
Musgrave Group
Year:
2017 - 2026
Role:
  • Ideation
  • Creative Direction
  • Video Production
  • Motion Design
  • Music Production
  • Campaign & Rollout Design
Suzie Lee filming in the kitchenSuzie Lee behind the scenesSuzie Lee on setSuzie Lee recipe content

A broad creative partnership spanning campaigns, content and production across some of Ireland's most familiar retail brands.

Content Strategy

Creating stories people actually want to share

Sean Rap n Rainbows campaignSean Rap n Rainbows campaignSean Rap n Rainbows campaignSean Rap n Rainbows campaign
Sean of the Dead campaignSean of the Dead campaignSean of the Dead campaignSean of the Dead campaign

Campaign Concepts

Turning unexpected ideas into memorable campaigns

Long-term partnerships create room for better ideas. Trust gives us the freedom to experiment, evolve and keep finding new ways to connect with audiences.

Campaign Results

  • +13 million views
  • +15% channel growth year on year
  • +17k likes, comments & shares
Epic Deals campaign stillEpic Deals campaign stillEpic Deals campaign stillEpic Deals campaign still
Epic Deals campaign stillEpic Deals campaign stillEpic Deals campaign stillEpic Deals campaign still

Creative Production

Giving familiar brands unexpected personalities

Cultural Partnerships

Helping familiar brands become part of unforgettable experiences

The Fleadh behind the scenesThe Fleadh behind the scenesThe Fleadh behind the scenes
The Fleadh out-of-home campaignThe Fleadh out-of-home campaignThe Fleadh out-of-home campaignThe Fleadh out-of-home campaign

There's a lot of trust built up after working together for so long. The work delivers, which gives us the confidence to try ideas that are sometimes a little unexpected and see just how far we can take them.

Jennifer MortonBrand Manager, Musgrave Group

For almost a decade, we've worked alongside Musgrave Group and its family of brands to create campaigns, content and productions that connect with people in unexpected ways. Across SuperValu, Centra, Daybreak and beyond, the work has ranged from everyday social content to ambitious seasonal campaigns, always shaped around the audiences each brand is trying to reach. What has made the relationship particularly rewarding is the level of trust that has grown over time. Strong performance has created the confidence to keep experimenting, giving us the freedom to explore bigger ideas, develop recurring characters, collaborate with creators and produce campaigns that feel entertaining as well as commercially effective. Rather than repeating the same formula, each campaign has become an opportunity to try something new while building on what came before. That collaborative way of working has seen the partnership evolve well beyond individual briefs. Alongside campaign strategy, we've become closely involved in creative direction, film production, music, motion, photography and rollout, bringing ideas to life across every stage of the process. Working across so many different formats has helped us develop a deep understanding of the pace, personality and opportunities within retail communications. Looking back, the work itself has continually changed, but the relationship has remained remarkably consistent. It has been built on openness, shared ambition and a willingness to back ideas that might not exist without that level of mutual trust. The result is a body of work that continues to evolve, finding new ways for familiar brands to remain relevant, entertaining and connected to the people they serve.

Ideation, Creative Direction, Music Production, Campaign & Rollout DesignShay ReynoldsBarry McCabeSteven Mooney
Motion, Video, ProductionChris FilsellLuke McFeetersChris McKernanThe Hype Factory
PhotographyCollette Creative
Project ManagementHelen TweedieDylan McCrory

Content Strategy

Creating stories people actually want to share

Instead of treating recipes, competitions and seasonal promotions as isolated campaigns, we approached them as an ongoing content series designed to build familiarity over time. Working alongside creators including Suzie Lee, Pete Snodden and Jim Moore, we developed, filmed and produced content that felt natural to each personality while keeping the brands firmly at the centre of the conversation. From quick weekday meals to summer barbecues and seasonal moments, every piece was designed to be useful first and promotional second. Returning to the same creators across multiple years has allowed the partnerships to grow naturally, giving audiences familiar faces, consistent quality and content they genuinely choose to engage with rather than simply scroll past.

Campaign Concepts

Turning unexpected ideas into memorable campaigns

Some campaigns begin with an offer. Others begin with a character. What started as a simple St Patrick's Day idea quickly became something much bigger. Sean evolved from a one-off promotion into a recognisable personality, appearing across multiple seasonal campaigns through puppetry, music, film and increasingly ambitious storytelling. Along the way he found himself parodying horror films, performing original rap songs and becoming a familiar face in stores across Ireland. Alongside characters like the Demon of Daybreak, these campaigns gave us permission to lean into humour, absurdity and cultural references without losing sight of the commercial objective. By creating worlds people wanted to revisit, promotional campaigns became something audiences anticipated rather than simply consumed.

Creative Production

Giving familiar brands unexpected personalities

Across Epic Deals and other retail campaigns, we worked with comedians, presenters and creators including Paddy Raff, Roy Walker, Blu Hydrangea, Aaron Butler and Mammy Banter to create content built around personality rather than products alone. Every script, shoot and edit was developed to feel entertaining in its own right while naturally weaving promotional messaging into the story. From short-form social films to wider campaign assets, production became more than documenting an idea. It became part of the creative process itself, helping familiar retail brands feel more human, more playful and more culturally connected than audiences might expect.

Cultural Partnerships

Helping familiar brands become part of unforgettable experiences

For Centra Sessions during the Fleadh Cheoil, we looked beyond traditional sponsorship to create something people genuinely wanted to experience. Live performances, spontaneous moments and conversations hosted by Kegs brought traditional music directly in-store, creating an atmosphere that felt authentic to both the festival and the brand. By capturing those moments through film, photography and social content, the campaign extended well beyond the event itself. Rather than simply appearing alongside the Fleadh, Centra became part of the experience, creating content that celebrated the community as much as the campaign.