safefood launches second phase of superfoods campaign

28 May, 2007. safefood will launch the second phase of its ‘Superfoods’ campaign, which has been designed to raise awareness of the benefits of eating everyday foods and ultimately, encourage consumers to adopt healthier diets.

The novel campaign comprises four 10 second television advertisements, which have been specifically developed to capture the interest and imagination of children, as well as their parents and guardians. The individual executions focus on specific everyday foods, which have super nutritional properties. The advertising is quirky and humorous, adopting a cartoon like style that will be familiar to children. 

Speaking about the campaign, Martin Higgins, CEO safefood said “The first step in behavioural change is education. This campaign primarily targets children, so that from a very early age healthy eating messages are delivered and good habits are formed early in childhood.

It is clear from our research that consumers want to know more about the nutritional benefits of food. The first phase of our campaign was very successful at raising the awareness of everyday foods, highlighting their ‘super’ nutritional properties. 7 in 10 consumers said that the campaign told them something they didn’t already know and more importantly, almost 8 in 10 said that they have changed, or plan to change their behaviour, as a result of the campaign.

In essence, the Superfoods campaign aims to remind consumers that, in reality, most normal everyday foods can be called ‘Superfoods’. They are certainly not as “ordinary”, or indeed as costly, as we might think”, continued Mr. Higgins.

Developed by Ogilvy & Mather Advertising and directed by Matt Everett, the television advertising will be supported by outdoor executions, which will provide consumers with practical Superfood serving suggestions. The campaign also includes supporting on-line and public relations activity.


For further information please contact

Kate Slattery or Niamh Burdett  
Tel: 01 6690030  

Fiona Gilligan
Tel: 01 4480060

Editor’s Notes

Research results (post campaign) first phase of Superfoods campaign

  • Almost 8 in 10 (78%) consumers said the Superfoods campaign was very good at getting the point across in a clear way.
  • 9 in 10 (91%) consumers said the campaign delivered a message of relevance to them.
  • Over 8 in 10 (84%) consumers said it made them more aware of the nutritional value of ordinary foods.
  • 8 in 10 (81%) said the campaign made them think more about the nutritional value of foods.
  • Almost 8 in 10 consumers (77%) said they have already changed, or plan to change their behaviour as a result of the Superfoods campaign.