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CENTRA
Celebrating choice
Research to mark the launch of the campaign shows an increase in awareness of the environment and sustainability.
C
onvenience retailer Centra, which has 481 stores in Ireland, has launched a new campaign that celebrates choices. ‘Choices Define Us’ encourages consumers to think about choice and to choose wisely every day. Ray Kelly, Marketing Director at Centra, said: “This is a defining time in our lives where people are making more considered choices than ever. At Centra we take great care to understand what choices people are making and the impact that those choices will have on
how people live, work, and eat so we can continue to adapt and evolve our retail offers and experiences to meet the needs of communities across Ireland.” To mark the launch of this campaign, Centra commissioned an in-depth study to provide a deeper understanding of the choices people are making in Ireland in this period of revaluation, forced by the pandemic. The research points to an increase in awareness of the environment and sustainability; people are already making very conscious choices to minimise buying
products with excessive packaging. In addition, 87% claim to be much more mindful about what they buy, about composting, and about reducing food waste. Professor Maureen Gaffney, leading psychologist and author, said: “This research shows that people are pondering on the value of what they are doing: ‘Am I making the right choices about how I live?’” The Centra Choices campaign which goes live today (4 May) encompasses TV, audio, out-of-home, cinema, podcasts, PR, and social media.
WEDNESDAY 4TH MAY 2022 / ISSUE 103 / SLRMAG.CO.UK I 23
