Red C Research scoops Musgrave deal

IRELAND-- Grocery group Musgrave has appointed Red C Research as its key strategic consumer insight partner for the next two years.

The full service research agency already has similar deals with other Irish grocers to track brand performance and carry out strategic planning. Red C Research managing director Richard Colwell said the contract for Musgrave would be mainly tailored for the grocer but would “use parts of what we do elsewhere”.

Musgrave's consumer director Martin Kelleher said: “Red C were chosen having demonstrated the relevant marketing expertise and understanding of the retail environment to design a consumer insight solution that specifically meets the needs of the Musgrave brands.”

Musgrave owns several grocery brands in Ireland, including Londis, Mace, Centra and SuperValu.

Author: James Verrinder