Former taoiseach, Bertie Ahern, has given permission for his voice to be caricatured in a TV advertisement on the basis that the company promoted will make a donation to two Irish charities.
Spar Ireland, the convenience store chain, is spending upwards of €1 million on a new advertising campaign based around a caricature of Bertie Ahearn.
The campaign hit the airwaves this week, and will consist of ten radio adverts between now and the end of the year. The ads are designed to promote a price concept called the ‘Spar Euro Crunch Campaign’.
Ahern, who last week joined the board of the Parker Green property company, has consented to his voice being impersonated in the adverts, after the retailer agreed to donate funds to two charities, Turning the Tide of Suicide and North-South charity Co-Operation Ireland.
The first advert features Ahern as a new Spar employee involved in an exchange with a Kerry Gaelic football supporter. The commercial goes out in the build-up to the All-Ireland football final.
BWG Group operates more than 470 Spar outlets around Ireland.