Thursday 19 April 2018

Love Irish Food launches €200k ad campaign for festive season

John Mulligan

John Mulligan

At least €1.8bn worth of the €3.3bn branded goods sold in Ireland every year are imported, according to Love Irish Food, which has urged consumers to buy more products manufactured in Ireland in the run-up to Christmas.

Everyday branded items consumers often think of as being traditionally Irish are now actually manufactured abroad, from well-known biscuit brands to ice-cream and sugar.

But a large number of food and drink product manufacturers in Ireland continue to perform strongly.

Love Irish Food is today starting a €200,000 advertising campaign to encourage shoppers to buy food products manufactured in Ireland as they prepare for the festive season.

"The bottom line is that this is an industry with serious potential," said economist Jim Power, who's chairman of Love Irish Food.

"As well as making a very high value added contribution to the national economy, the food industry is now the key driver of regional economic activity and the mainstay of rural towns."

There are 110 Love Irish Food brands and the companies behind them support just over 17,000 jobs, according to a study by Kantar Worldpanel.

Irish Independent

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