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2019 Awards Finalists

International Marketing Award

Diageo
Jennifer English
ABP
Jonathan Devitt
BFree Foods
Freya Ivory
Kerry Taste & Nutrition
Laure Confrey
Tourism Ireland
Mark Henry

Sponsored by

Diageo

Jennifer English

Diageo implemented an international marketing strategy to transform Bailey’s, demonstrating how an inspired radical reframing of brand, media and creative strategy can trigger consumption. Baileys was reframed as a real adult treat, and the media strategy was redefined to deliver millions of triggers to consumption, with the creative platform driving product versatility at moments where consumers were open to treating. Return on investment grew, smashing previous Diageo benchmarks. Baileys re-positioning in treating continues to create new growth horizons and new innovation opportunities. Baileys has been revitalised, and the brand has flipped ten years of consistent decline into three years of consecutive growth since the launch of the new strategy.
Winner
ABP

Jonathan Devitt

ABP Food Group became the first European beef processor to secure orders for Irish beef when the Chinese market opened last year. The firm had been preparing for such an opportunity since 2011, carrying out extensive market research to gain a sophisticated understanding of the local markets. Potential distributors were brought into ABP’s plants in Clones and Nenagh, and were directly involved in the new product development process. Specs were tested in China by end-users, distributors and product managers. Assisted in this project by Neworld Associates, ABP was ready to move as soon as market access was granted. ABP has won exclusive contracts and the firm has raised the profile of Irish beef internationally.
Finalist
BFree Foods

Freya Ivory

2018 was a challenging year for BFree, requiring consolidation of its position as a key player whilst demonstrating to customers how it was growing their ‘Free From’ category through market penetration. A key challenge arose with consumer segmentation, but after in-depth research a revised communications and channel strategy enabled more effective targeting of a better defined ‘BWell’ consumer. A continued focus on distribution and NPD allowed the firm to continue to grow share and remain as the innovator in the category. All research and campaign rollouts are run from the Dublin office. BFree moved into the top 4 UK and top 5 USA brands in market share.
Finalist
Kerry Taste & Nutrition

Laure Confrey

Kerry Taste & Nutrition, a global giant renowned for its technology and ingredients expertise, sought profitable growth opportunities outside of its core business, one of which is foodservice beverages, specifically the ice-blended cocktail market in Iberia. A non-traditional approach was required. To successfully compete, a brand first approach with Island Oasis was implemented, in a completely new market, while creating a new category. By understanding the structure and drivers of the market in Iberia, creating a winning proposition, and landing an exciting digital & experiential pull strategy, the small team delivered incremental profitable revenue for Kerry Taste & Nutrition Europe, demonstrating the global potential of the brand.
Finalist
Tourism Ireland

Mark Henry

Tourism Ireland gained a once-in-a-lifetime opportunity when Disney chose the Wild Atlantic Way as a filming location for ‘Star Wars: The Last Jedi’. The marketing challenge was to show fans that Luke Skywalker’s hideaway was not computer-generated, but actual locations in Ireland. The first-ever tourism campaign in space involved a billboard 33,390 metres high to invite aliens to ‘Visit Earth’s Wild Atlantic Way’. Video ads featuring Mark Hamill coincided with the movie release, followed by a behind-the-scenes film showcasing the Irish locations. Social media posts highlighted where to park X-Wing Fighters on the Wild Atlantic Way. Online and offline publicity reached over 570 million people. Overseas holidaymakers grew +11% and spend +12%.
Finalist