Flahavans have been operating in Kilmacthomas, County Waterford, for over 200 years. The firm is today the market leader, and it is also leading in innovation, through its tailoring of its breakfast oat cereals products to the demands of young health-conscious consumers. The trend of having breakfast ‘al deskco’ at work, or eating on the way to work, militates against porridge sales. But Flahavans have developed new ranges of convenient Quick Oats in a portable format ideal for home or office use to provide consumers with a healthy convenient breakfast choice. This has resulted in strong growth in market share for the firm.

Good Food Ireland is a unique co-operative marketing food tourism network for all of Ireland. This innovative marketing response to the need for Ireland to build a reputation for good cuisine has been in operation for 18 months. It brings together food producers, farmers, fishermen, the hospitality sector and through onward marketing promotion the tourist. The mission is grow Ireland as a food tourism destination by marketing its network of members with strict regulated criteria. Marketing activities include e-marketing, direct marketing, trade and consumer shows, pr and publicity, print collateral, promotional events and collaboration with Tourism Ireland in the overseas marketplace.

The Irish News is the north’s leading regional morning newspaper, and it is regarded as one of Ireland’s most successful regional publications. It identified a need to increase its share of recruitment advertising, and from the recruitment agency sector in particular. To achieve this it conceptualised and staged an innovative new awards programme. Industry partners were approached to achieve official endorsement, and the programme provided a means for the newspaper to engage directly with much of its target market. The result was a significant increase in recruitment advertising revenue, and the opening of a whole range of new relationships.

Ulster Bank Group is part of RBS, and it has a goal to be the largest bank in Ireland. It seeks to utilise innovation in its marketing to help achieve this. As a well established credit card provider, the bank wanted to ensure it was attracting a younger market, and so it introduced an new innovation called Picture Card, by which customers could upload their own picture and have it printed on their Ulster Bank credit card. Ulster Bank is first to market with this feature. This new facility has led to significant media coverage and a large number of new customers acquired.