Proof of the pudding is in the sales
Published 13/12/2012 | 05:00
'Irish sausage' advert is a winner
YOU know you are doing the right things with a brand when people will only buy a product if it comes under your name. When it comes to black pudding, it's fair to say that most people believe that Clonakilty is the only brand worth buying.
Long a hit in Ireland, the company expanded into the UK last year, and they say it's been a great success.
According to the Cork company, it now supplies over 600 stores across the UK including ASDA, Harrods and Fortnum & Mason as well as a wide range of butchers, farm shops and independent stores.
The expansion includes a recently secured supplier agreement with Tesco, resulting in the Clonakilty black pudding product being available across 340 stores in England and Wales.
That has had the knock-on effect of bumping up exports to Britain by two-thirds – to the point where 2.5 tonnes of black pudding is shipped across the Irish Sea every week.
With the UK black pudding market estimated to be worth around £14m (€17m) per annum, Clonakilty managing director Colette Twomey is understandably happy with the brand's performance.
"We are thrilled with our success in 2012, we have worked hard with our suppliers throughout the year to meet their needs and our team thrive on the buzz of excitement we feel every time we see our product on display in stores safe in the knowledge that this product is making its way onto breakfast tables and restaurant tables across the UK.
"During 2012 we have appointed a full-time representative within the UK and our aim is to continue to grow our market share and we are looking forward to 2013 with great confidence."
Even domestically, the company, which employs 43 people, has performed well, Ms Twomey adds.
"The overall economic conditions continue to present challenges for every business in Ireland.
''However, we see great potential in the export market and have developed this side of our business in recent years with our product range now being exported into Spain, Holland, UAE and Hong Kong as well as the UK.
''In 2013 we will continue to look at export opportunities particularly within mainland Europe."
'Irish sausage' advert is a winner
OWENS DDB has collected the top award in the Best food & Drink Category at the Love Radio Awards for their 'Kiltyfeelyballybridgewater' radio advert for Love Irish Food.
The campaign was developed to address consumer confusion over which brands are produced in Ireland and which are imported.
Research earlier this year highlighted particular confusion surrounding brands which have Irish sounding names or may previously have been manufactured here but have since moved abroad.
The campaign featured a 'typical' Irish grocery shopper, who buys 'Killtyfeelyballybridgewater' sausages, believing the brand to be Irish when, in fact, the product is imported.
Executive director of Love Irish Food, Kieran Rumley, believes this award to be "especially relevant" in the Christmas period. About €1.5bn worth of food and drink brands are imported into Ireland each year.
Focus on grocery brand pressures
THE challenges facing brands in an increasingly competitive grocery environment in Ireland is the focus of the 2013 Checkout Conference, in association with Rabobank, which was officially launched this week.
The annual conference, one of the most eagerly anticipated events on the retail and fast-moving consumer goods (FMCG) calendar, takes place on February 5 at the Four Seasons Hotel in Dublin.
The theme of the conference is Brands At The Crossroads, and topics discussed on the day will include whether brand loyalty exists any more in the grocery retail environment, the rise of private label, the role of retailers in the future development of brands, the increased emphasis on 'value' and the impact of economic pressures in the wider economy on brand development.
For full details contact Colette O'Brien at 01 2300322 or firstname.lastname@example.org.
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