2010 Awards Finalists

Gradam Gnó as Gaeilge Award

Independent Newspapers
Arlene Regan
Angel Marketing
Paula Ronan
Jacob Fruitfield Foods
Seamus Harahan
Lohans Café Bar Restaurant
Patricia Lohan
The Star Newspaper
Paul Cooke

Sponsored by

Independent Newspapers

Arlene Regan

Established in 1905, The Irish Independent is today the largest selling daily newspaper in Ireland, offering both compact and broadsheet formats. The Irish Independent wished to tap into the increased interest in the Irish language amongst consumers and build upon previous successes in this area. Having segmented the market for language interest, the newspaper partnered with Foinse to produce a 24-page newspaper to be included in the Irish Independent's Wednesday edition. Leveraging the combined newsrooms and supporting the launch with significant marketing, the initiative recorded an immediate and sustained uplift in sales performance.
Winner
Angel Marketing

Paula Ronan

Angel Marketing is a full-service marketing agency based in New Ross, County Wexford. Set up in 2005, the firm works with clients across a range of categories. The firm was commissioned by Publishing Ireland, formerly Cumann Leabharfhoilsitheoirí Éireann (CLÉ), to play a central role in the latest LeabharPower initiative, the Irish language books promotional campaign. This project promotes the wealth of Irish language books, inspiring and enthusing readers across the nation. By designing and implementing a comprehensive marketing campaign, Angel helped to achieve a significant uplift in awareness, perceptions and sales.
Finalist
Jacob Fruitfield Foods

Seamus Harahan

Jacob Fruitfield Food Group owns many of Ireland's leading food brands. The company faced a challenge with the brand identity of Chef, and wished to reinforce and differentiate it based on its brand heritage and Irish origin. The marketing strategy targeted certain consumer segments, creating association between the language and the product. It involved sponsorship of a number of Irish language television programmes, and usage of Irish in creative executions across television and other media. This has led to strong awareness and the brand has closed the gap with its nearest larger competitor.
Finalist
Lohans Café Bar Restaurant

Patricia Lohan

Lohan's café, bar, restaurant and off-licence is a family-run business in Galway. Established in 2006, the firm has shown how a small business can build up a strong local brand identity using the Irish language as a means of instilling character and differentiation in a very competitive market. Lohan's undertook a full makeover of signage, collateral and advertising to become fully bilingual. Staff were provided with language training where required, and Gaeilgóir market segments were actively targeted. The resulting levels of new and repeat business have evidenced the appeal and the success of this strategy.
Finalist
The Star Newspaper

Paul Cooke

The Irish Daily Star results from a joint venture between Independent News and Media and Express Newspapers. Launched in 1988, the paper uses the strapline "Better because we're Irish" to promote its positioning as Ireland's only 100% Irish full colour tabloid. There have been a number of major initiatives involving the use of Irish, including a partnership with Seachtain na Gaeilge and the production of 146,500 copies of Sult magazine. CDs, worksheets and magazines have also been distributed. Research has confirmed the consumer view of the newspaper's Irishness, and market share has increased.
Finalist