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Advertising as the secret ingredient for Irish SMEs

Figuring out how to grow your company can often be challenging but advertising gave this Irish SME the edge.

Goodness Grains launched their gluten-free baked goods business in Longford in 2013. The company bakes gluten-free bread, cakes and pastries which are now sold all around Ireland.

Last year, Goodness Grains won a competition run by Bank of Ireland in partnership with INM as part of their Enterprise Week for €100,000 worth of print and digital advertising to help grow their business

We spoke to Geraldine O’Shea about how the power of advertising proved the difference for Goodness Grains:


Winning the lottery

When launching Goodness Grains, the aim for the family run business was to compete with the established free-from brands.

“Four years ago when we started our business, no one knew who Goodness Grains was”. Geraldine added: “Now, we are sitting comfortably alongside the big brands”.

She called the partnership between Goodness Grains and INM like “winning the advertising lottery”.

“It had a fantastic and positive affect on our business this year in 2016”.

The campaign brought the company new business as the company was brought to the attention of food service distributors and partners as well as customers by being featured in digital and print ads.


The company also made an app which includes a guide to gluten-free friendly restaurants in Ireland and multi-lingual ‘eating out’ cards that are used to explain your dietary requirements when in restaurants abroad.

To launch the app, a native article explaining the app was published on Independent.ie and Geraldine felt this was the most successful part of the advertising campaign.

“We saw the physical evidence of the success of that part of the campaign. We only had 130 downloads and it went to over 3000 downloads in two days”.

Go for it

With so much to consider when trying to grow and run a company, advertising and promoting your business often gets neglected.

Should SMEs invest in advertising? “Go for it!” advises Geraldine. She called the partnership between Goodness Grains and INM a “perfect fit”.

The campaign greatly contributed to the continued growth of Goodness Grains in 2016 and she puts this down to the wide reach of print and digital advertising.


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