Branding Award Winner – Diageo
Diageo demonstrated that they have differentiated themselves from competitors by using creative marketing communications, consumer insight and understanding to develop their transformed brand strategy ensuring long term success.
Judges’ Comments – Branding:
“The textbook entry from Diageo showcased excellence in brand transformation and clearly outlined how to layout an impressive topline marketing strategy. The reframing of the Baileys strategy focused on creating millions of triggers to “think pleasure, drink Baileys”. This was founded on a deep insight into the psychology of everyday ‘treats’. Everything was brought to life by a hugely successful integrated campaign that was underpinned by the end line – ‘Don’t mind if I Baileys’.”
Consumer Insight Award Winner – Butlers Chocolate
Butlers Chocolates demonstrated how research and the identification of consumer insight has led to an improved or new understanding of their consumer in a particular market, and led to commercial growth.
Judges’ Comments – Consumer Insight
“The entry highlighted excellence in consumer centered marketing and gave a very detailed account on an in-depth study Butlers Chocolates conducted on the ritual of opening a box of chocolates. The study was conducted with high end consumers in London and Dubai, and the outcome was the development of a super-premium range, Butlers Platinum Collection which has seen magnificent impact, both in brand and export sales terms.”
Digital Marketing Award Winner – The Happy Pear
The Happy Pear have shown how the imaginative use of digital platforms, either on their own or in conjunction with traditional media, strengthened their brand performance and enhanced the profitability of their company.
Judges’ Comments – Digital Marketing:
“The Happy Pear is a resounding success story which was largely created online. Their digital campaigns are consistent and authentic across a variety of channels and they have created a powerful ‘movement’ which is driving the brand. Everything they have done is backed up by a clear consumer understanding and a well thought out brand strategy.”
Entrepreneurial Award Winner – Gallagher’s Bakery
This award recognises the Gallagher’s Bakery Team who have shown true entrepreneurial flair. Their entry illustrated commitment, leadership and self-belief which radically improved and turned around the performance of an existing business in Donegal.
Judges’ Comments – Entrepreneurial: “Big vision, great ethos and killer consumer insight. The success of Gallagher’s Bakery is no doubt driven by their entrepreneurial spirit, their ability to think big and smartly leverage retailer’s consumer insights and data. It is an incredible story of drive, ambition and the teams tenacity to succeed.”
Export Awards – Smaller and Bigger Business
These awards recognises the outstanding achievement of Irish food and drink companies who continue to grow their business based on strategic planning, consumer insight and effective use of resources in overseas markets. This year there were two companies recognised, Silver Hill Farm in the Smaller Business category and Kerry Foods in the Bigger Business category.
Smaller Business Export Award Winner – Silver Hill Farm
This award recognises the outstanding achievement of Silver Hill Farm who continue to grow their business based on strategic planning, consumer insight and effective use of resources in overseas markets
Judges’ Comments – Export, Smaller Business
Silver Hill detailed a well thought out strategy, how it was developed and subsequently executed. Their entry included amazingly detailed understanding of their various markets, consumers and categories – while also showcasing great potential for the future with strong, consistent growth in the export arms of the business.
Bigger Business Export Award Winner – Kerry Foods
This award recognises the outstanding achievement of Kerry Foods who continue to grow their business based on strategic planning, consumer insight and effective use of resources in overseas markets.
Judges’ Comments – Export, Bigger Business
“A great Irish success story abroad and one which has followed a clear strategy to grow Cheestrings exports in an ever-expanding market base. The entry demonstrated excellence in distribution and promotional strategies. Future-plans also showcased strong ambition and were clearly insight driven – a superb example of best in class export marketing.”
Innovation Award – Pip & Pear
Pip & Pear have demonstrated that they are thinking ahead and proactively tracking the changing consumer landscape to develop original products and deliver solutions to meet their ever-evolving consumer needs.
Judges Comments – Innovation
“Pip & Pear is an excellent example of a new product based on a core insight that parents want to feed their baby the best. The team have managed to create a new category within the baby food sector for chilled fresh baby food; and have demonstrated a very impressive and well thought out marketing strategy. Their focus on the consumer is very apparent, delivering a solution which meets the evolving needs of parents and their little ones.”
Sustainability Award Winner – Dawn Meats
Sustainability AwardThe 2017 Sustainability category was awarded to Dawn Meats in recognition of a company that have planned and executed significant sustainability commitments in relation to sourcing, resource efficiency, health & nutrition and contributions to their local community.
Judges’ Comments – Sustainability
“Dawn Meats illustrated excellence, innovation and impact in corporate sustainability in their entry. There was a clear link with all stakeholders including farmers and customers – their progress in operations and their commitment to the future.”
Sustainability, Project Impact Award – Monaghan Mushrooms
An additional sustainability award was awarded to Monaghan Mushrooms who demonstrated outstanding impact from a specific project.
Judges’ Comments – Sustainability, Project Impact
“Monaghan Mushrooms successfully showcased that they’re clearly intent on staying at the technical and environmental forefront of the mushroom business. The results of their sustainability efforts have led them to develop a vitamin D enriched mushroom and add another health angle to their business – benefiting the customer and environment simultaneously.”
For more information on the Food and Drink Award Winners please visit our awards page HERE.