Fresh advertising for produce sector
Published 25/08/2011 | 05:00
THE growth in the Irish food industry continues with trade group Love Irish Food (LIF) launching a new marketing campaign.
Almost two years old now, LIF has seen its membership grow from the original 28 members to nearly 80 brands from 58 companies. Among the marquee brands it covers are Cadbury and Bewleys.
Now its new programme director Kieran Rumley has launched a €350,000 communications campaign, as well as what the group calls a "wave of activity to drive the logo's call to action among Irish shoppers and grow its membership even further".
The campaign, which runs from August to January 2012, was "designed to target the emotional space around Irish food brands and the thousands of livelihoods that depend on them", LIF says.
"Following research from Ideaction we commissioned in February, jobs were identified as the current 'hot button' for Irish consumers.
"With the tag line 'works for all of us', however, the tone of the message is positive, promoting the purchase of Irish food brands as a constructive action, empowering consumers to do something good," the group says.
The campaign's above the line component comprises a 10-second TV ad on all major national stations, supported by radio on all major national and local stations.
The LIF brand looks to have caught on in a big way, so the test for Rumley now will be to carry the brand forward and boost the profile of its members.
Aer Lingus campaign flies
THE recent Aer Lingus recruiting campaign for its cadet pilot training programme was a little different, to say the least.
And apparently it has been pretty darn successful.
Created by vStream, the campaign saw one ad appear in most major newspapers on a once-off basis. The advert featured a picture of a cockpit above the clouds with the promise that "in less than two years, you get an office with a view".
A QR code contained in the advert directs you to a YouTube video which to date has had more than 7,000 views.
Needless to say, Aer Lingus is delighted with the campaign.
"By bringing an online element to a more traditional recruitment approach we have really engaged with our target audience and it has resulted in a high amount of applications through aerlingus.com."
New push for 4FM
MULTI-CITY broadcaster Classic Hits 4FM has launched a new marketing campaign to drive brand awareness and listenership.
The campaign, which starts this weekend, runs on TV, cinema, outdoor and press. The station says it "represents a significant new development" for it, with an investment of more than €500,000 in the new campaign. The campaign will have a strong TV component, with the station becoming the sponsor of 'Saturday Night Movies' on TV3 for a period of 14 weeks and a TV3/3e station 'takeover', which will see it sponsoring the entire output on both stations over given weekends.
The campaign will also include extensive cinema screen and foyer advertising in Dublin, Cork, Limerick, Galway and Clare as well as national and local press and extensive outdoor including 48 sheets, six sheets and transport throughout the station's franchise area. The new campaign was developed by ad agencyBloom.