Londis is absolutely delighted with the renewal of its sponsorship of Ireland’s Fittest Family, which recently recorded record viewership figures on RTÉ One

Londis Sponsorship Londis sponsorship is the perfect fit

Londis is absolutely delighted with the renewal of its sponsorship of Ireland’s Fittest Family, which recently recorded record viewership figures on RTÉ One.

LONDIS is thrilled to be celebrating another hit season of the phenomenally successful television show, Ireland’s Fittest Family, which is proudly sponsored by Londis for the second successive season. The popularity of this show and concept has soared year-on-year, with an audience of more than 500,000 tuning in for the first episode of the 2021 season, which represents a whopping 28% increase in audience figures. At its essence, Ireland’s Fittest Family is a competitive sports entertainment television viewing pleasure, encouraging families to come together to view and experience collectively and fostering a feel-good factor that is almost impossible to replicate. It is also an exhilarating physical challenge like no other. Opposing families do battle with each other for the honour and glory of winning the right to progress week-on-week. This year’s series was filmed in Kilruddery Estate in Wicklow, observing strict Covid-19 health and safety protocols, and brought together 16 of Ireland’s fittest, fastest and strongest families from across all four provinces to compete over the eight weeks for the title of Ireland’s Fittest Family in a series of challenges designed to test their physical and mental endurance.

Working in harmony

It is a truism that family supports family, which is the premise of this phenomenally successful television show. Londis stores are predominantly familyrun operations with different generations working together in harmony for the betterment of the group. The best kept secret of Ireland’s Fittest Family is that contestants only progress if they work together in harmony, which is also the reason behind the continuing success of Londis stores. Londis retailers, their families, staff and teams work together, which is why this truly is an exciting and innovative partnership as it brings together two of Ireland’s favourite family brands and helps reinforce the reputation of Londis retailers as being perfectly in harmony with the communities they serve. This is Londis’ second year

Pictured on location at Kilruddery Estate, Co. Wicklow, are presenter Mairead Ronan (foreground), with judges Derval O’Rourke, Olympian and World Champion hurdler, hurling icon Davy Fitzgerald and Anna Geary, All-Ireland Camogie winner and Dancing with the Stars finalist.

The Doyle family, battling it out to try to win Ireland’s Fittest Family, sponsored by Londis, in a series of challenges designed to test their physical and mental endurance.

Pictured are All-Ireland camogie winner and Dancing with the Stars finalist Anna Geary, hurling icon Davy Fitzgerald, presenter Mairead Ronan, and Olympian and World Champion hurdler Derval O’Rourke, at the launch of the latest season of Ireland’s Fittest Family, sponsored by Londis.

sponsoring the show, emphasising a clear association between Londis and the show’s content and messaging.

Creating the right energy

When it came to selecting the right sponsorship, Londis was discerning about creating the right energy around the brand and ultimately opted for a partnership that fits perfectly with the brand’s ethos. The sponsorship also complements Londis’ focus on health and wellbeing by offering healthy choices in stores and helps to maximise the reach to target markets driving long-term brand awareness amongst consumers. Critically, this sponsorship affords Londis a perfect proof point as a brand for health-conscious consumers, with a local spirit. Londis is a family-oriented brand that operates at the heart of communities across Ireland and this sponsorship gives the brand an exciting platform from which to promote its healthy lifestyle messaging, while also encouraging everyone to be more active. As community-based retailers, who pride themselves on being local just like their customers, Londis retailers are passionate about celebrating that sense of community the show promotes.

Star-studded show

The hugely popular show features well-known radio presenter Mairead Ronan and a star-studded line up of coaches, including hurling icon Davy Fitzgerald, Olympian and World Champion hurdler Derval O’Rourke, All-Ireland camogie winner and Dancing with the Stars finalist Anna Geary and legendary Ireland, Munster and British and Irish Lions rugby player Donncha O’Callaghan. Filmed during August and September this year, every precaution and the utmost care was taken to ensure the safety of all the families, crew and coaches, with the first episode airing on Sunday, January 3. “We are delighted to renew our sponsorship of RTE’s Ireland’s Fittest Family,” noted Conor Hayes, Londis Sales Director. “The show is a perfect fit for Londis; it’s a family show that gives local people a chance to represent their families, parishes and counties on the big screen in a healthy, fun and competitive way. Londis is a family-oriented brand that operates at the heart of communities across Ireland; this sponsorship gives us an exciting platform to promote our healthy eating options and to encourage everyone to be more active.”

Strong retailer buy-in

A very important facet of all Londis sponsorships is retailers’ buy-in. Their enthusiasm for this sponsorship is absolute and they have adopted the new Londis double act of ‘Liam and Des’, two warehouse operators who were introduced to the television audience for the first time during last season, as members of the extended Londis family! The witty stings that preceded and followed every episode captured the attention of viewers from the off, and their return to the screen for this season has been greeted with delight by all viewers.

Londis’ Ireland’s Fittest Family sponsorship has also been recognised and lauded at various prestigious marketing awards, including placing second in the Best Content Marketing Award - Retail Consumer category at the Irish Content Marketing Awards 2020. Crucially, it is also well established that television sponsorship’s impact is long-lasting and Londis has amplified that impact with complementary marketing activity at store level, that included a competition for their customers and direct engagement with Davy Fitzgerald. Point of Sale and digital and social media assets promoting the show and amplifying Londis’ health and fitness message have also been created and play a crucial role in bringing the sponsorship to life for retailers and customers in-store. The sponsorship is augmented by additional activity, including TV spots running in every break during the first and last episodes of the series, ensuring the Londis brand is prominent in the audience’s mind throughout the broadcasts. This coveted sponsorship is a huge coup for the Londis brand and this season in particular emphasises the convenience of the Londis network of stores as Londis local retailers continue to provide a safe shopping environment for their customers’ essential needs close to home. Londis retailers and the Ireland’s Fittest Family contestants know local because, ultimately, they are ‘Local like You’.

Londis Sponsorship

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