2021 Awards Finalists

New Product Award

Edward Dillon & Co
Nikki Maguire
Kerry Foods
Dawn Spencer
Lidl Ireland
Aoife Rigney
Mixtape Marketing
Niamh Kellett
Valeo Foods
Michelle Tormey

Sponsored by

Edward Dillon & Co

Nikki Maguire

Jack Apple launched in Spring 2020. A global pandemic closed the majority of its distribution outlets and prevented its planned marketing through sampling activity. Our audience was restricted in terms of socialising and didn’t consider flavoured whiskeys in the way they experimented with flavoured gins and vodkas. Despite these seemingly insurmountable challenges we pivoted our plans, with the support of Zenith Media and Communicator, delivering the brand into the hands of our customers and inspiring purchase with creative that refreshed the category. Jack Apple smashed its targets to firmly establish itself in Ireland’s top 10 flavoured spirits in just 8 months. Cheers to that!
Finalist
Kerry Foods

Dawn Spencer

In its bicentennial year, Denny has ushered in the future. In doing so, the brand has been embraced by consumers with open arms - receiving phenomenal results, and setting the bar for meat-free products in Ireland. A brand once in danger of being seen as stale and old-fashioned has transformed itself into one on the cutting edge, delivering products that the most forward-facing consumers were craving, and opening up an entire new market that has flocked to the brand since the products’ launch.
Finalist
Lidl Ireland

Aoife Rigney

Despite a cluttered market and a challenging year, Lidl delivered a successful launch of the new digital rewards app Lidl Plus. For the launch, we focused on acquisition through awareness campaigns and we continue to work hard at long term engagement through onboarding and retention activity. Our strategy was focused on delivering a strong yet simple value proposition through highly targeted marketing to deliver a strong message that clearly resonated with shoppers while also delivering on commercial objectives. The performance since launch has been exceptional and the team are excited to continue to deliver new innovations through Lidl Plus!
Finalist
Mixtape Marketing

Niamh Kellett

Faced with the challenge that Covid-19 brought to our industry, we created a new offering that was creative, innovative and first to market. To date Samplify, our online subscription sampling service, has shipped 29,000 boxes to Irish consumers and sampled 236,000 products. This has bridged the gap between brands and consumers, allowing them the ability to continue to connect. We are delighted with the success of Samplify to date and look forward to continuing to grow the offering, long after Covid-19 has disappeared.
Finalist
Valeo Foods

Michelle Tormey

Produced in Cabra, the Chef Chip Shop Curry sauce range was developed with Irish people’s love of Chip Shop curry in mind. Consisting of three products, a first-to-market ready-to-use Wet Curry Sauce plus two dry sauces, standard and reduced fat. Consumers can now experience Chip Shop curry in the comfort of their own homes. Supported with an ATL campaign across TV, VOD and Social starring none other than National Treasure Paul McGrath and through instore activation at the point-of-purchase – the launch has been a phenomenal success. The team are now focused on extending the range with new formats and variants.
Finalist