The appointment comes amid the Competition Commission inquiry into the dominance of the big four supermarkets, which have increasingly encroached on Musgrave’s territory with the opening of convenience stores. The inquiry will probe the issue of land banking, where supermarkets are accused of buying land to keep out competitors.
Musgrave director of comms Edel Clancy said it also wanted to make stakeholders aware of the company’s ‘unique business model’. The firm partners with entrepreneurial independent retailers who own premises, with Musgrave providing the goods and buying power.
Edelman won a pitch that reached a final-round contest with Financial Dynamics, owner of LLM Communications. Mark Cahalane, MD at the agency’s Dublin office, leads the account.