Guaranteed Irish launched its new nationwide campaign for Guaranteed Irish Month at Cork Airport, calling on consumers to ‘Look out for the G’ and support businesses that support Ireland.
As part of the month-long initiative, the national symbol will be showcased prominently across retail, forecourts and transport hubs, celebrating the companies behind the licence.
For more than half a century, the Guaranteed Irish symbol has been a visible reminder that the businesses behind it are committed not only to commercial success, but to supporting Ireland’s jobs, communities, local supply chains and economic future.
Speaking on the announcement, Bríd O’Connell, CEO of Guaranteed Irish said: “This year’s Guaranteed Irish Month campaign is centred on a clear and powerful message — supporting business that supports Ireland. We are proud to launch this new campaign here at Cork Airport, a gateway that connects Ireland to the world. It is a fitting location to showcase the businesses and people behind the Guaranteed Irish licence, who contribute so much to communities across the country.
“As travellers pass through the airport this March, we are encouraging everyone to look out for the ‘G’ and to recognise the impact that choosing Guaranteed Irish members can have on jobs, communities and Ireland’s economic future.”
In today’s world, trust matters more than ever. Shoppers are increasingly conscious about where their money goes and want reassurance that the brands they support align with their values. The Guaranteed Irish symbol provides that reassurance. Research from 2025 highlights its real impact. Seventy-five per cent of members say the licence has contributed positively to their bottom line, clear evidence that consumers actively support businesses carrying the ‘G’. Meanwhile, 93% of consumers agree that the symbol signals support for local businesses and communities.
Julie Dorel, Head of Communications at Musgrave said: “We are delighted to support Guaranteed Irish Month and to see this campaign proudly on display here at Cork Airport. The campaign features David Constant, Head Butcher at our 2026 SuperValu Store of the Year, SuperValu Togher standing as a true symbol of Irish craft and heritage in action. It highlights the people behind our business and the real contribution our retail partners make in towns and cities across Ireland. We encourage customers to keep an eye out for the ‘G’ in store this March and continue supporting the businesses that support Ireland.”
Peter Walsh, Head of Finance & Property at Cork Airport said: “Cork Airport is proud to support Guaranteed Irish Month and to host the launch of this national campaign. As the campaign reaches communities across Ireland, showcasing leading Irish brands such as SuperValu, it serves as a reminder that the Guaranteed Irish licence represents a commitment to supporting local jobs, strengthening communities, and driving Ireland’s long‑term success”.
Importantly, the Guaranteed Irish licence is not simply a badge — it is earned. Businesses must meet strict criteria and demonstrate an ongoing commitment to job creation, community investment and long-term growth in Ireland. The standards are rigorous because the value of the licence depends on the integrity behind it. Collectively, Guaranteed Irish members provide more than 150,000 jobs nationwide. In 2025, they contributed €14.52 billion to the domestic economy, with combined global revenues of €52.45 billion.
As the campaign rolls out (across retail outlets, forecourts, airports, radio, print and digital platforms) it serves as a reminder that every purchase decision has power. Choosing businesses that carry the Guaranteed Irish licence means backing companies committed to Ireland’s long-term prosperity.
This March — and beyond — consumers are encouraged to Look for the G in SuperValu, Centra, Petstop, Topline, Homevalue, Applegreen, Original Irish Hotels, DID, Circle K, and many more retailers.
