Thursday 22 February 2018

'The Apprentice' has fired up sales for one small company

Sweet talk: Suzanne Weldon, marketing director SPAR
Ireland, Barry Broderick, Dave Cashman from TV3's The
Apprentice, and Bernard Broderick
Sweet talk: Suzanne Weldon, marketing director SPAR Ireland, Barry Broderick, Dave Cashman from TV3's The Apprentice, and Bernard Broderick

EVERYONE knows 'The Apprentice' has been a big hit for TV3 in recent years, with the Bill Cullen-led show is a topic for discussion in practically every office the morning after another apprentice has been fired.

The show isn't just a boon for TV3 and its advertisers, however -- the various companies that feature in the show (usually with a product the wannabe entrepreneurs are trying to sell) have also been huge beneficiaries of the show's success.

This year, one of the big winners has been Spar -- and specifically Brodericks' Bakeries, whose 'Chilly Brr Brr Slippy Slice' bar has been one of the few products to make it from the TV show to the market place.

Along with another sweet from McEvoy Foods, Brodericks' product had to make it through an extensive process to get to the broadcast itself, according to BWG/Spar Ireland's communications manager, Suzanne Weldon.

The company is now running a €300,000 marketing campaign on the back of the sweet's success.

"Spar carried out an extensive interview process and a number of food products were shortlisted," explains Ms Weldon.

"The 10 producers then had to pitch their product to the apprentices in a 'speed-dating' situation. The apprentices then picked their two favourites and it went from there."

"The 'Chilly Brr Brr Slippy Slice' product has already hit the shelves and McEvoys product will soon follow."

Barry Broderick, who runs Brodericks' Foods along with his brother Bernard, says the exposure The Apprentice has given the company -- based in Walkinstown, Dublin -- something that could not be achieved any other way.

"For a small company like us, there is simply no way we could afford a marketing campaign on the scale of the one we've been part of, thanks to BWG."

"Our background is in the dessert space, usually at the high end of the market, so we had the expertise to produce something like this."

The chilly bar itself is essentially a finger of gateau cake with cranberries, caramel and nuts on top. This correspondent can certainly vouch for it tastiness.

Heneghan on the march

HENEGHAN PR has announced a number of client wins. The firm is handling consumer public relations for JUST Mobile and the specialist services provider Initial, which provides a range of cleaning and facilities-management services. Initial is a sister company of Rentokil, which is an existing Heneghan PR client.

Noel Martyn joins Mediaworks

MEDIAWORKS has announced the appointment of Noel Martyn to the position of 'strategic planning director'. Mr Martyn will also be joining the management board of OwensDDB Group.

From 2003 until 2010, he worked with Publicis Media (Starcom, MediaVest and Clear Blue Water), where he was a shareholder and served as group board director, with specific responsibility for business development.

This appointment follows recent Mediaworks account wins including John West, KBC Bank, Just Mobile and Pandora Jewellery.

Independent Digital Awards

THE WINNERS of the Independent Digital Grand Prix Awards for Q3 have been announced after a record number of votes were cast.

Triton Showers was voted the winner, while Jack Daniels was the runner-up.

The awards are designed to recognise brand and marketing managers and the creativity and effectiveness of their digital campaigns.

Each quarter, a total of six campaigns which have run on the Independent Digital network are shortlisted.

Voting for the overall winner will take place in January, with the overall winner claiming an advertising campaign with Independent Digital.

Innovators are honoured

IRISH innovators Dr Antonio Ruzzelli of Veutility and David Connolly, early stage researcher with University Limerick, won the Globe Forum 'Call for Innovators' titles of 'Ireland's Innovator' and 'Ireland's Researcher' at the recent Globe Forum conference in Dublin.

Selected from hundreds of entries and 10 shortlisted innovation and research finalists, the winners leave Globe Forum with a prize package valued in excess of €60,000.

The judging panel included the Lord Mayor of Dublin, Gerry Breen, and Marian Corcoran of Accenture.

Irish Independent

Promoted Links

Business Newsletter

Read the leading stories from the world of Business.

Promoted Links

Also in Business