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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:
2005/2006 CIPR Gold Award Winner
2005/2006 CIPR Silver Award Winner
2006/2007 CIPR Silver Award Winner
08/09 CIPR Double Gold 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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