Cheese, chaos & mystery Tupperware – inside Ireland’s fridges as Currys unveil their new brand ad campaign

Danny Joyce | Editor
4 days ago
2 min read

As Currys unveil their new brand ad campaign ‘For the tech you love’ celebrating the humble fridge, a nationwide survey has revealed the truth behind our most revealing kitchen appliance - and it turns out, we’re a nation of chaos-stackers, and cheese hoarders.

From the 95% of us who always have milk chilling on standby, to the 57% clinging to “leftovers we’ll never eat,” Ireland’s fridge contents are as eclectic as they are entertaining. In fact, nearly a quarter of us admit to owning a “mystery” Tupperware container whose contents are best left unidentified - while 40% bravely keep items that are technically expired but “still smell grand.”

The national debate over what actually belongs in the fridge rages on too: 67% keep their ketchup cold, 61% store their eggs, and 32% chill their chocolate - sparking yet another round of fridge vs. press warfare in households across the country.

Despite our fridge pride, cleanliness could use a boost: only 10% clean weekly, while more than a quarter wait until something starts to smell. No wonder the feature most people want in a future fridge is a self-cleaning mode (61%).

Roz Purcell topped the list of celebs we trust to have the most organised fridge, while South Dublin won the unofficial crown for Ireland’s fanciest fridge setups (with a smug 73% of the vote). And when it comes to organisation? Only 18% are full-on Marie Kondo devotees, while most of us are just trying to find a system amongst the chaos.

Currys’ new brand platform ‘For the Tech You Love’, is aimed at evolving how customers see and engage with the brand. The new platform has been created in partnership with Core – Ireland’s leading communications agency. The campaign is designed to reposition Currys as more than a retailer by tapping into the everyday relationship people have with the technology in their lives.

The new creative direction reflects Currys’ ambition to reposition itself in the hearts and minds of customers – not just as a tech retailer, but as a brand that understands how personal those choices can be. From the excitement of unboxing a new device to finding a fridge that makes a statement, ‘For the Tech You Love’ brings these moments to life in a way that’s both personal and entertaining – without taking itself too seriously.

So whether your fridge is bursting at the seams or clinging to payday leftovers, Currys has the perfect model for every home, style and food habit. Find their full range of refrigeration products HERE.