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Consumer/Marketing Communications

Irwin's

Northern Ireland's only locally owned plant bakery, Irwin's sets itself apart through its emphasis on product authenticity, quality, heritage and innovation – promoting its ‘family of fine breads’ to customers throughout Ireland, Great Britain and beyond.

A dual approach is needed to support Irwin’s growth plans in its distinct markets, with communications activities strategically channelled to drive consumer (and wider stakeholder) awareness and uptake of the Irwin’s brand portfolio in each region. 

In Ireland this involves focusing on signature products like the truly iconic Nutty Krust batch bread range – recently voted the ‘People’s Choice’ by NI consumers – and consumer-led market innovations such as a host of ‘super breads’ including Ireland’s first Low GI White, super seeded varieties, and Northern Ireland’s first 400g-sized loaves.  Irwin’s produces a range of dedicated children’s products such as calcium-fortified pancakes, and is also the leading producer of home-style cakes and biscuits through its Howell Handmade division.

In GB, the emphasis is on communicating Irwin’s strength as the UK’s ‘top Irish breads’ maker, promoting its hugely successful Rankin Selection traditional Irish breads and the recently launched Irwin’s Irish Batch to local and national consumers.  Rankin Selection, created with celebrity Irish chef Paul Rankin, is now the number one Irish breads brand in the UK.  Our objective is to continue to drive Irwin’s’ popularity and position in the market by educating and engaging UK consumers about the quality, taste and versatility of Irish breads. 

UK-wide facing initiatives such as our 2008 Rankin Selection ‘Proud2bPat’ campaign, in which we secured extensive national consumer engagement and media coverage, illustrate the high profile, integrated and highly successful campaigns that we deliver on behalf of Irwin’s Bakery.  So successful was this campaign that it was featured as Campaign of the Month by Brand Strategy Magazine, and won two Gold awards in the 2008/09 CIPR Pride Awards for Best Use of Consumer Relations and Best Use of New Media.

Recent Highlights Include:

• National Brand Campaigns: The unique and CIPR gold award winning Irwin’s 2008 ‘Proud 2 B Pat Campaign’ brought Patricks and Patricias together in London to break the world record for the most same named people in one place, putting the name Patrick back on the map while raising thousands of pounds for Great Ormond Street Children’s Hospital. The success of this initiative was due in part to the partnerships which Morrow Communications developed with Tourism Ireland, Paddy Power and UK Deed Poll.
• Product Launches: The successful launch of new products including the innovative 400g loavesspecially developed with the consumer bread market in mind.
• New Market Entry:  In July 2008 Nutty Krust entered the ROI for the first time. Morrows secured both NI and ROI daily coverage for this landmark move.
• New Market Entry:  Baking for Britain – Irish Batch in GB  In partnership with ASDA ‘Irwin’s Irish Batch’ recognised as Nutty Krust in NI became available in GB for the first time, in 400g-sized ‘white’ and ‘high fibre’ variations, consolidating Irwin’s position as the leading supplier of authentic Irish breads to GB.
• Award Wins:Morrows recognise that award wins play a significant role in achieving recognition within the bakery sector – including Irwin’s prestigious wins at the GB Great Taste and ROI SHOP Awards for Irwin’s Rankin Selection Mature Christmas Pudding.
• Sponsorship of NI Grassroots Sport: Irwin’s continue to show its continued commitment to the development of grassroots sport in NI with their sponsorship of the ever popular annual Nutty Krust Summer Soccer School and Nutty Krust Rugby Floodlit Tournament that celebrates its 30^th year of competition in 2009.
• Strategic Investment: Irwin’s guaranteed the status of its Howell House operation as ‘Northern Ireland’s home bakery’ with a further £100,000 investment in the traditional-style cakes and tray-bakes division, including a strategic re-branding of the range to Howell’s Handmade.
• Product Placement: Morrows has secured premium product and recipe placement for Irwin’s Rankin Selection in National glossy magazines such as Hello!, Now and OK.

Irwin's Gallery
Know your stuff JPG 135.8KB (Press Clipping)	St Patrick's Day JPG 80.7KB	Eating healthily doesn't have to mean compromising on taste JPG 87.4KB (Press Clipping)
Rankin Gives Ulster Fry an International Profile JPG 106.5KB (Press Clipping)	Irwin's increase at Asda JPG 81.6KB (Press Clipping)	Irwin's Puts Dough into Icons JPG 76.8KB (Press Clipping)

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