2013 Awards Finalists

Brand Campaign Award

McDonald's
Claire Lynch
Britvic Ireland
Leonie Doyle
Hyundai Cars
Sarah Hayes
Kerry Foods
Robert Blythe
The Irish Times
Katie Molony

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McDonald's

Claire Lynch

McDonald's faced low customer awareness and low trust scores around the quality and provenance of its beef, and the marketing team recognised the need to respond to this. A brand campaign was launched on TV, press, radio and outdoor, to highlight the real connections between McDonald's and local farmers. The campaign created massive shifts in consumer perceptions and this was followed through by uplifts in market share, overall sales and customer numbers.
Winner
Britvic Ireland

Leonie Doyle

Britvic Ireland's MiWadi brand team introduced a brand campaign to increase consumer engagement and recruit new consumers. Supported by TV and Online, the campaign offered an opportunity for consumers to develop the next MiWadi flavour in a virtual MiWadi factory on a dedicated microsite, with the winner chosen by public vote. The campaign shifted brand scores, and the uplift in value share was significant, a trend sustained in the post-campaign period.
Finalist
Hyundai Cars

Sarah Hayes

Hyundai Cars Ireland set out to challenge loyalty to established brands and win market share, with a positioning of "Modern Premium". TV, press, radio and online carried the message "Hyundai, Ireland's fastest growing car brand". Coinciding with the launch of several new models, assisted by Havas, and with Gráinne Seoighe and Brent Pope acting as brand ambassadors, the campaign pushed Hyundai into the Top Four car brands in Ireland for the first time.
Finalist
Kerry Foods

Robert Blythe

Having reviewed the positioning of its Galtee brand, Kerry Foods effectively reengineered it to bring a quality branded presence to the market space currently occupied by private label and discounters. Based on insights and with the assistance of colleagues at DDFH&B, Kerry launched the repositioned Galtee Value range, supported by heavyweight in-store messaging. After several years of decline, this brand has been returned to significant sales and share growth in a very short period.
Finalist
The Irish Times

Katie Molony

The Irish Times responded to pressure on its business by launching a brand campaign to communicate its brand promise that it stands for deeper insight and the truth. "The Story of Why" campaign was developed to reinforce brand values and to engage with new readers and was accompanied by a redesigned paper and news app. Running across a wide variety of media, the messaging consolidated the relevance and positioning of the newspaper in the lives of the audience.
Finalist