SuperValu has announced a new €500,000 campaign to encourage shoppers to buy Irish and support local businesses in the run up to Christmas.

The campaign which will run across TV, radio, print and social media, is designed to give businesses that have been impacted by the pandemic a national platform to help drive sales at what is the most important trading time of the year.

Alongside highlighting small Irish food producers who are part of the SuperValu Food Academy programme, SuperValu is also working with Guaranteed Irish, driving consumers to www.GuaranteedIrishGifts.ie, a new initiative showcasing locally based Irish businesses.

Together with an extensive advertising campaign running in the lead up to Christmas, SuperValu is also dedicating support to the initiative on their social media channels which have over 480,000 followers across Instagram, Facebook and Twitter.

Each week SuperValu will call on small Irish businesses to get involved with their Monday Market Instagram takeover, which will highlight a selection of businesses from those that entered.

Commenting on the campaign, Tara Clifford, Strategy Marketing Manager SuperValu, stressed the importance of supporting small businesses.

"SuperValu has always believed in the importance of buying local and it has been in the DNA of our business since we first opened.

"We understand that Christmas is the biggest sales opportunity of the year for many companies and there is a risk that people will simply buy online from international sites, especially now, with many Irish businesses having to physically shut their doors during lockdown," she said.