2018 Awards Finalists

Brand Campaign Award

Lidl Ireland
Eimear Casserly
Centra
Maighread Cremin
RTÉ
Joseph Hoban
Largo Foods
Karen Hurley
Coca-Cola Ireland
Georgina Kendrick

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Lidl Ireland

Eimear Casserly

Gaining consumer trust for the premium Deluxe range has been a challenge for Lidl Ireland’s brand team, especially during the key Christmas period. Lidl’s response was a pre-awareness brand campaign before the Christmas clutter, which focused on Deluxe products to build up belief and trust. When the extended Deluxe range for Christmas hit the stores, this was then followed on in the Christmas campaign. Media was planned to drive high reach and frequency to get the cut through to keep Lidl front of mind and drive customers to store. This culminated in Lidl’s best ever performance during Christmas trading period to date since entering the Irish market.
Winner
Centra

Maighread Cremin

Centra’s brand vision is “redefining convenience with a healthier more innovative offer.” The brand transformation process has resulted from consumer insight which called for differentiation and change, and it has gradually redefined Centra and the Irish convenience sector. It has involved not only a complete renovation of the communications touchpoints but more significantly a transformation of the Centra estate and resulting consumer brand experience. The 2018 consumer brand experience and view of Centra has changed, with the brand now recognised as providing healthier, innovative quality food offerings while still delivering great value to shoppers. NPS consumer scores in growth.
Finalist
RTÉ

Joseph Hoban

The Gen Z and Millenial market segments were ones for whom the RTÉ brand was having limited resonance, and the response to address this was a campaign targeting this audience almost exclusively for sentiment engagement. The #iam brand campaign was created, executed and delivered by the in house marketing team, working with RTÉ Adlab on production. The media planning and social distribution were executed internally. The piece was a major departure for RTE in editorial terms, and the production process was finely balanced. The campaign was very successful with the target audiences, and fed into strong gains for the core brand in tracking metrics.
Finalist
Largo Foods

Karen Hurley

2017 was a strong year for the Hunky Dorys brand, due to careful timing in rejuvenating brand communications and accurate targeting of a new bullseye audience. Working with McCann Blue, the brand team implemented advertising that encapsulated adventure, discovery and freedom, and reinforcement of the buffalo brand icon repositioned the brand as cool and relevant. Research metrics highlight how strongly the creative resonated with the core brand audience, striking the winning chord and positively impacting propensity to purchase. Strong results in sales, market share and profitability all highlighted the success of the brand strategy and initiatives, making the brand a key success story for Largo Foods.
Finalist
Coca-Cola Ireland

Georgina Kendrick

Whilst Coca-Cola has long been associated with imagery around Christmas time, the brand has been facing increased competition at that time of year. The goal was set to not only retain brand association but to grow the light and zero sugar portfolio throughout the season, driving consumption, volume and growth amongst the key 18-34 demographic. Supported by colleagues at Edelman, the brand team created a disruptive and newsworthy moment launching innovative pop-up stores in Dublin and Belfast with an exciting experiential, earned media, and commercial partnership strategy alongside the Truck Tour and the Designated Driver campaign. Sales were lifted and brand awareness was increased.
Finalist