Launch Clonakilty in the UK to support its listing with a key UK supermarket and to ensure that both Irish nationals living in the UK, and new UK consumers know where to find it in store.
Using St Patrick’s Day as the focal point, targeted media drops of Clonakilty inspirational lunch boxes were delivered to all key broadcast, print and online media to surprise and delight, challenging their perceptions of using black pudding as an everyday ingredient. This was complemented by an Instagram micro-influencer campaign using London based foodies to create innovative and eye-catching St Patrick’s Day themed dishes using Clonakilty Black Pudding as the focal point.
The Instagram campaign not only created visual content for Clonakilty to use on its own social media channels, it also had a total reach of 250,000 and achieved over 100,000 interactions (comments or likes). Media wise, 35 pieces of coverage resulted directly from the campaign, with recipe based coverage in the likes of The Independent and on BBC Good Food’s Lifestyle Director Lulu Grimes’ influential Instagram account.