It’s often said that, during economic downturns, advertising and marketing are the first budgets to be cut in small and medium sized businesses. With the announcement of Love Irish Food’s 2020 Double Up Awards, this problem is being addressed head-on with a top prize of a “Double Up” totalling €200,000.00 in radio air time. In partnership with Core and Media Central, Love Irish Food will give five Irish food companies the chance to double their spend on radio advertising in the first and second quarters of 2021. Kieran Rumley, executive director of Love Irish Food, says this is a bit of a departure from their usual awards.
Brand Development Awards
“For the last number of years we’ve run the Brand Development Awards for smaller producers,” he says. “This one is for those who are a bit larger and may have advertised before. The aim is to give them a stronger budget they can plan for now.”
In light of the business interruptions that occurred throughout the COVID-19 lockdown and with the uncertainty of Brexit on the horizon, Kieran says that amplifying the voices of Irish brands has become increasingly important.
“At the moment, people seem focused on (what will happen) this year, but I really think next year we’re going to have the ultimate fallout,” he says. “Hopefully, by then, COVID-19 will have been well-handled, but the cliff edge is Brexit. We don’t know yet what will happen, but the signs are not great, at the moment, for a smooth transition.”
“There is a lot of good will at the moment (among consumers) with shopping local, supporting local and staying local,” he continues. “We want to move that intention into a bit of action, to encourage support of local brands, of foods produced here in Ireland and especially those that use local ingredients where possible. We want to give these brands a stronger voice to consumers; to give them a better edge against imported competitors.”
While Love Irish Food awards are usually geared toward brands that are members, this year they have opened things up to both members and non-members; giving all Irish food brands an equal opportunity to win. Along with winning a €40,000 radio advertising budget for the second quarter of 2021 (matching a spend of €40,000 on advertising in the first quarter), Love Irish Food, Core & Media Central will work with the winners to plan their advertising campaign in accordance with their brand objectives. Winners will have their campaigns shared across Media Central radio stations, which include Newstalk and Today FM. Media Central’s eight stations achieve a weekly audience of over two million.
It is hugely important that we support this Irish industry and other locally owned businesses in every way that we can
Gavin Deans, Media Central’s managing director, says it’s a crucial time to support Irish food producers.
“It is hugely important that we support this Irish industry and other locally owned businesses in every way that we can,” he says. “We hope this initiative can do just that by allowing the winners to reach a much wider audience, over a longer period, across our network of stations than might otherwise have been possible and provide a base to build on in 2021.”
The judging panel includes Kieran Rumley (Love Irish Food), Eddie O’ Mahony (Core) and Gavin Deans (Media Central). Judging will commence in September, with the five winners to be notified on Monday, 28 September.
Love Irish Food boasts nearly 100 member brands accounting for over 12,000 jobs in communities all across Ireland. From artisan producers to global food players, Love Irish Food members play a vital role in helping Ireland’s food industry at a time when the Irish economy rebuilds post pandemic.
Exterion Media is a market leading company in Outdoor advertising in Ireland. The company has pioneered the development of digital Out-of-Home in Ireland and delivers traditional and digital formats in the Retail environment.
As part of the ongoing effort to get its brand message across to consumers, Love Irish Food, Exterion Media, Checkout Publications, Innovative Solutions and Bank of Ireland have teamed up to offer its member food and drink producers a big helping hand in promoting their brands to the Irish consumer in 2021. We are offering one Love Irish Food member company a Brand Award of €150,000.
The award is made up of advertising space from Exterion Media to the value of €125,000 This will be scheduled across Exterion Media’s Retail portfolio which includes traditional 6 sheets and digital screens.The Campaign will appear 3 bursts of advertising on Retail PurchasePoints & Retail DPods (digital).
Love Irish Food & Exterion Media will work with you to plan the optimum campaign for your brand given your business objectives.
In addition, the Love Irish Food advertising agency, Owens DDB will provide a defined amount of strategic and creative content for the campaign up to a defined value of €8,000. The winner will also receive a bespoke product sensory research package from Innovate Solutions to a value of €5,000. The winner will also receive a double page feature spread in leading FMCG magazine, Checkout, one of the most read publications by retail trade buyers. Finally, the winning brand will benefit by a financial wellbeing health check for its business from Bank of Ireland from a senior team of consultants.
We are looking for the brand for whom the prize will deliver the greatest return. The winner will have a national food/drink brand with a strong national sales distribution. Your brand may not have the advertising budget to get your brand message to your target audience just yet. This award will help take your brand to the next stage in brand development and this is where we can help.
In 1,500 words or less tell us why this campaign should go to your brand. Entrants need to present a sound business and marketing case. As the success of most brands is dependent on passion, we would like you to demonstrate your drive and passion for your brand.
There are two stages involved in the online entry process:
Stage 1 – Registration will require you to submit the basic details of your company and brand. To enter please complete the online entry form featured on loveirishfood.ie
Stage 2 – Submission requires the submission of your completed entry. To submit please complete the online entry form featured on loveirishfood.ie
Closing date for receipt of registration is 5.30pm Friday 3rd December, 2021 and the closing date for completed submissions is 5-30pm Friday 14th January, 2022. Judging will take place w/c 17th January, 2022 and the winner will be notified on Monday 24th January, 2022.
Try to include as much detail as possible including the areas mentioned below.
Make sure to cover such areas as,
Most importantly what practical difference you believe a nationally targeted consumer advertising campaign to the value of €125,000 from Exterion Media would make to your brand.
You can also provide any creative direction that you feel would assist your case.
Antoinette O’Callaghan Exterion Media
Kieran Rumley Love Irish Food
A shortlist of competitors will be brought forward to be interviewed by the judging panel. The number of these companies is at the discretion of the judging panel. Judging will be undertaken remotely.
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