Wednesday 24 January 2018

'Love Irish Food' group aims to promote homegrown produce

11850 signs Channel 4 deal

FOR the second year in a row, retailers are faced with the prospect of a quiet Christmas. The days of individuals spending thousands of euro at this time of year are, for the most part, in the rearview mirror.

Food retailers, while being a little more immune to the bust than luxury goods sellers -- nearly everyone will buy a turkey this year, fewer will buy a €500 wallet -- still face significant challenges.

As the programme director of Love Irish Food (LIF), a trade group made up of dozens of well-known Irish brand names set up to help safeguard the indigenous food business, Sharon Colgan sees the challenges retailers face this year.

"What we have noticed in the lead-up to Christmas is a greater awareness among consumers about buying Irish brands. It seems that Christmas rekindles fond memories of our Irish heritage brands and as a result we tend to return to these at this time of year.

"Compared to, say, three years ago, quality and value for money is more important than ever as well so we are very conscious of that."

For many retailers, Christmas is the key period of the year, worth up to a third of their annual revenue. In general, that is not the case with the food industry but for smaller member brands Christmas remains a key time.

"Luxury confectionery brands, alcohol brands and brands with seasonal lines, can all be reliant on Christmas to have a significant effect on their business," said Ms Colgan.

Since its inception, LIF has had to work hard to get the required name recognition but at this stage LIF, and its member brands, has achieved around 80pc awareness with the general public through a variety of marketing methods.

As Ms Colgan said: "Our 'Green Team', which is made up of employees from our member brands, can be found out and about in shopping centres and attending events throughout the year while our Facebook page has also been very popular."

ELEVATE PR has recently secured a number of account wins, including Seat cars, the Hennessy Gold Cup and Bord na Mona. Elevate is now working on the Hennessy Gold Cup, which takes place at Leopardstown on February 6, 2011, and on the PR campaign around the Seat Leon TDI.

The campaign initially focused on the unveiling of Nadia Forde as a brand ambassador, as well as the Top Gear Festival and the brand's sponsorship of the Shakira 'She Wolf' Tour. Elevate recently completed a successful campaign for Bord na Mona on its sponsorship of the Rehab Waterways Adventure.

INDEPENDENT directory enquiry service 11850 has signed an 18-month deal with Channel 4 to become the official sponsors of 'The Simpsons' TV show.

The sponsorship begins tomorrow. Fifteen, 10 and five-second stings will run before and after the programme and at either end of the ad break. As the sponsorship will be five days a week the stings will be changed frequently.

Colin Lewis, chief marketing officer of 11850 commented: "11850 is pleased to be sponsoring 'The Simpsons'. There is great synergy between our 118 & 50 characters and those in the show, both are humorous and have established themselves as brand icons."

Irish Independent

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