Northern Ireland's only locally owned plant bakery, Irwin's sets itself apart through its emphasis on authenticity, quality and heritage – promoting its ‘family of fine breads’ to customers throughout Ireland and Great Britain.
A dual approach is needed to meet Irwin’s growth plans in its distinct markets. In Ireland this has involved building the Irwin’s brand portfolio, focusing on key products such as its newly revamped pan bread range (which includes the revolutionary Low GI White – the first white GI loaf on the GB market), the iconic Nutty Krust batch loaf, a host of ‘super breads’ as well as children’s products.
In the UK, the emphasis is on its Rankin Selection traditional Irish breads range. Endorsed by celebrity chef, Paul Rankin, this traditional Irish bread range now holds the top slice of the speciality bread market. Our objective is to increase this market share by educating UK consumers about the quality, taste and versatility of these traditional Irish breads.
In 2005, we secured widespread publicity for Rankin Selection – including live on-air endorsement by Terry Wogan on his BBC Radio 2 Wake Up To Wogan show (8 million listeners) – through our quirky UK-wide petition to make St Patrick’s Day a national holiday.
So successful was this campaign that we won Gold in the 2005/2006 CIPR Pride Awards for Best Use of Media Relations.
2005/2006 CIPR Gold Award Winner
2006/2007 CIPR Silver Award Winner
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 Know your stuff
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 St Patrick's Day
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 Eating healthily doesn't have to mean compromising on taste
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 Rankin Gives Ulster Fry an International Profile
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 Irwin's increase at Asda
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 Irwin's Puts Dough into Icons
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