Business Irish

Saturday 30 August 2014

Just reward for Valeo innovation

Published 20/12/2012 | 05:00

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JACOB'S biscuits owner Valeo Foods has been selected to represent Ireland at the European Business Awards for 2012/13.

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Valeo says the move is "recognition" for a campaign to revitalise the brand through "product innovation and diversification which delivered category sales growth of up to 26pc".

In a bid to reverse declining sales and brand share, the Mikado was given a chocolate makeover last year, propelling the Jacob's Elite range into top spot by volume and value of the €14m so-called "indulgence biscuit" category.

Company sales increased by 26pc on value and 39pc on volume to deliver €1.8m revenue. As part of the campaign, Jacob's also introduced a new Christmas tin and a new cereal bar.

Valeo's group marketing director Loretta Dignam said the firm was "proud" to be a candidate.

"The European Business Awards is widely recognised as the showcase for Europe's most dynamic companies and we are now looking forward to the next round of the judging process where we can explain in more depth how we are achieving business success in these tough trading conditions," she said.

The 11 entrants were selected by one of two methods: an online voting mechanism allowing the public to choose their favourite video submission in each country; and an esteemed panel of judges who made a further selection based on innovation, business excellence and sustainability.

Between now and January, national champions will be reassessed by a panel of judges made up of Europe-wide business leaders, academics and entrepreneurs, ahead of naming the overall winners in April.

Big Red Cloud backs triathlon team

ONLINE accountancy software firm Big Red Cloud has signed a deal with Base 2 Race Academy to sponsor their triathlon team.

The team is trained by former professional triathlete Eanna McGrath. The Base2Race Academy team won four national championship golds in their age categories, with six going on to represent Ireland at the European and World Championships.

Eanna McGrath of Base2Race said the sponsorship will "allow us to extend the Base2Race academy programme to full-time coaching hours for our athletes".

"Ireland's triathletes have achieved great success in a short period of time and this sponsorship is guaranteed to not only improve on our already solid results but also raise the profile of the academy and the athletes at a national and international level," he claimed.

Big Red Cloud MD Marc O'Dwyer commented: "The ambition of Big Red Cloud to expand internationally matches the triathletes' goal to perform on an international stage."

Big Red Cloud enables customers to move all their accounts data to the cloud. Since its launch the conversion rate for trial participants has increased from 36pc to 42.8pc.

Hyundai Santa Fe to sponsor TV3 3player

THE Hyundai Santa Fe has become the first brand to take full sponsorship of TV3's 3player, marking what is being described as "one of the biggest digital sponsorships in Ireland to date".

The sponsorship includes a comprehensive display and VOD campaign across 3player online and mobile sites, with the Santa Fe taking ownership of all unsponsored programmes across the player for three weeks.

Speaking about the deal, TV3's head of online content and commercial, Jill O'Brien, said that the deal should have a great impact for both the Hyundai and 3player brands.

"We were delighted to work with Havas Media and Electric Media Sales on this innovative sponsorship.

"This is the first time a brand has skinned the player and the creative from Havas Media and their partners Eighty Twenty really makes an impact.

"The video stings are running across all unsponsored programmes including top shows such as Graham Norton, 'Stuart's Kitchen' and 'One Direction: Our Story So Far,'" she added.

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