Posted on Friday 23 September 2016 by Centra

Centra mark ‘Live Every Day’ by calling on the nation to share images of their favourite moment using #LiveToday as part of nationwide competition judged by Pippa O’Connor and renowned photographer Barry McCall.

City Zipline Event

Friday, 23rd September 2016:
Today Centra, Ireland’s leading convenience retailer, gave people an experience they would never forget at Dublin’s Herbert Park where hundreds of people got the chance to soar through the sky on Centra’s City Zipline. The event marked the launch of Centra’s new brand position, Live Every Day which encourages people to live in the moment and make the most of every day.

As part of the Live Every Day launch, Centra announced the #LiveToday photography competition, encouraging people to share an image that shows them making the most of their day using hashtag #LiveToday. Centra Ambassador Pippa O’Connor and leading Irish photographer Barry McCall will judge the competition, with the overall winner being awarded €1,000 cash prize. Other Centra ambassadors involved in the launch included wellness & fitness expert Pat Divilly and hurling star Henry Shefflin who ziplined through the sky and shared their #LiveToday moment on social media.

Centra’s City Zipline welcomed hundreds of people to Herbert Park and helped them live in the moment and experience what Live Every Day is all about. Participants also enjoyed workout sessions with Pat Divilly, nutritional advice from Sarah Keogh, hurling tips from Henry Shefflin, entertainment by DJ Marcus O’Laoire as well as ample refreshments.

Live Every Day
is about helping Centra customers to live in the moment and make the most of every day. Centra understand that people live wonderfully busy lives and whether they choose to Live Well with healthier choices or every once in a while Live it Up with some well-deserved indulgence, Centra are here to help. With this brand reinvigoration, Centra are reinforcing the message that they are here to help you live your life to the fullest, whatever your day may look like.

Speaking about the new direction for the brand, Ray Kelly Marketing Director, Centra, said: “With Live Every Day, Centra are redefining convenience with a healthier, more innovative offering across our stores. The brand reinvigoration is part of a radical transformation of the brand.  The campaign will be led by heavyweight TV advertising and will be supported with the largest outdoor campaign of any brand in 2016, which will be used to showcase Centra’s quality food credentials. This change is not just a tagline, there will be tangible proof points that customers will experience including the refurbishment across our network of stores.”

Attendees at today’s launch shared their experience across social media using #LiveToday to enter the Centra photo competition. 12 finalists will be selected by Barry McCall and Pippa O’Connor with the 12 images being used for the 2017 Centra calendar. The overall winner will be selected by an online poll and awarded a €1,000 cash prize. Entrants are encouraged to enter the #LiveToday photo competition by sharing their image of the day that sums up what it is to Live Every Day by using #LiveToday across Instagram, Facebook and Twitter between now and Friday, 21st October. For further information on Centra, visit

Speaking about the #LiveToday photo competition, Centra ambassador Pippa O’Connor said, “As a blogger imagery is crucial to my followers and one that I take very seriously. My audience love getting an insight into my every day moments.  I’m encouraging everyone to get involved and share an image from their day whether it’s their walk to work, their daily run, a picture of a mini-adventure or something really exciting like our zipline here today – anything goes! Centra’s city zipline has pushed people out of their comfort zone and definitely allows them to be ‘present’ and that’s what Live Every Day is all about! So get snapping and don’t forget the hashtag #LiveToday to be in with a chance to win!”