| 15.4°C Dublin

Winning firms savour 'Love Irish Food' event

THE high-stakes agency battle for the upcoming 'Love Irish Food' campaign has drawn to a close with four Dublin firms scooping the hotly contested accounts in recent days.

'Love Irish Food' is billed as one of the biggest campaigns of the autumn, as more than 25 of the biggest players in the Irish food sector come together in a major promotional effort.

The organisers are keeping schtum on the detail until closer to launch-time in September, but sources confirmed the key accounts have now been awarded.

Carat is understood to have won the media-buying pitch; Irish International has walked away with the creative work; Murray Consultants has won the PR work; and pigsback.com has been retained to provide a website.

The brands taking part include major home- produced consumer brands from international players as well as smaller artisan producers. Retail Intelligence says the diverse group will be sorted into a three-tiered membership structure, with the fee payable dependent on the producer's size and level of involvement in the campaign.

The campaign is expected to include traditional above- the-line advertising as well as a heavy focus on instore point-of-sale communications.