Snack company looks to fill niche
Published 15/11/2012 | 05:00
WHAT do you have for your afternoon snack? Do you look for the sugar rush that is a Mars bar and a can of Coke? Is it another coffee? Or are you part of the increasing number of people looking for something a little healthier?
Nuts, fruit and various other natural foodstuffs are just some of the items that have become more popular, and the people behind The Good Snack Company (GSC) are hoping to capitalise on this trend.
The company had an abortive launch in 2009 but has since returned with a revised business plan and has secured deals with a number of big companies such as Facebook and Intel, as well as getting a place on the shelves of some of the big retailers. Company co-founder Matt Henchie takes up the story.
"Myself and Stuart Allen worked for Innocent Drinks and one of the big selling points for Innocent was its association with a healthy lifestyle and clean living.
"We had seen that trend in food as well and thought we could fill a gap in the market," he claims.
The GSC has been boosted by the changing nature of consumer palates. We are a much more worldly bunch than even a generation ago, as people have travelled more and experienced more. Somewhere like Thailand was a niche tourist destination 20 years ago. Now it can seem like nearly everyone has been there. That makes it easier for the GSC to sell berries and nuts that may never have been heard of in Ireland a few years ago.
"That's been a huge plus for us. I think on the whole we are a lot more willing to try new things as well, so we are building on that. We our now ramping up our marketing again, and things have gone well so far," says Matt Henchie.
GSC represents a new generation of companies that are relying almost entirely on social media to build their brand, and are foregoing more traditional forms of marketing.
"We aren't doing what might be called 'normal' advertising, frankly because the cost can't be justified for the size of our business,'' he says.
"We have a strong presence on Facebook and Twitter and you will see us having a much greater presence at point of sale in retailers going forward as well".
"For now though, we are focused on building our business and getting the brand out there. It's early days, but things are going well so far".
Supervalu advert a winner for agency
DDFH&B has been named as the IAPI AdFx Grand Prix Award winner at the bi-annual advertising awards in association with Ignite Research. In addition to scooping the Grand Prix Award for its 'Say Hello to the new Supervalu Range' campaign, the agency also picked up three Gold Awards, including the inaugural Best Integrated Campaign Judges Award for the 'Failte Ireland – The Fun Starts Here' campaign which was a joint entry with PHD.
The campaigns were judged on their effectiveness by some of the most creative brains in the Irish advertising sector.
Publicis Dublin was awarded with Gold for its 'Cadbury Dairy Milk, It's a Matter of Taste' campaign, while there were joint Gold winners in the Public Service, Social Welfare & Education category.
Ogilvy Dublin scooped Gold for its ISPCC 'I can't wait' campaign, while Cawley Nea\TBWA received a Gold IAPI AdFx award for its 'HSE Quit' campaign, which encourages smokers to quit by highlighting the fact that one in two smokers will die of a tobacco-related disease.
Spar celebrates 'under the tree'
SPAR will launch its new TV commercial tomorrow as part of an €800,000 Christmas campaign for the brand.
The TV ad is described as "a celebration of Christmas in Ireland" and ties in with the brand's 'under the tree' slogan by featuring Christmas trees in obscure – and not so obscure – locations in Dublin, Cork, Carlow and Wicklow.
Suzanne Weldon, marketing director at BWG Foods (owners and operators of SPAR Ireland) says: "The timing of this campaign is significant in that next year marks the 50th anniversary of the SPAR brand in Ireland. Ultimately, our aspiration was to celebrate half a century of the brand in Ireland."