BELFAST SLIGO
DUNDALK
GALWAY
DUBLIN IVERK
(KILKENNY)
TRALEE
SWORDS
CORK
DUBLIN
(BERESFORD ST)
The Grรก Brand
Total Produce- Irish at Heart
The Grá Brand
Why An Irish Brand?
Challenges Facing Irish Produce Marketers:
Opportunities Arising From A Single Brand:
•
Fragmented, underresourced marketing.
•
Effective promotion of a single message.
•
Anonymity on the retail shelf.
•
Creative Category Management in-store.
•
Unimaginative packaging.
•
International standard packaging.
•
Variances in quality.
•
Harmonised quality.
•
Irish consumer expectations unmet.
•
An inspired Irish consumer.
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The Grá Brand
Why Grá?
Neutral It’s a shared brand, not a company name.
Immediately Identifiable Instantly, seamlessly “Irish.”
Contemporary No Shamrocks, Shillelagh’s or Tricolours.
Different Contrasts with saturated space- not a “Me Too” family brand name.
Honest & Authentic It doesn’t masquerade as something it is not, e.g. “Dolan’s Farm”
Perceptions Extremely positive consumer response.
The Grá Brand
Working Together- So What Is Grá Produce ? The Grower’s role
Total Produce’s Role
Grá Produce is an informal CO-OP of thirty of Ireland’s most accomplished producers. The objective is to bring together their experience,collective
Partnering the independent grower to set a new benchmark for the marketing of Irish produce-
strengths and core competencies to produce
superior produce and market it under a single, instantly
identifiable brand.
Facilitator, Consolidator, Marketer, Category Manager & Distributor.
The GrĂĄ Brand
Promoting The Brand Something different Not another “Me Too� farmorientated Irish brand.
Consumer message A contemporary, lifestyle brand focused on enjoyment and taste- hence the tagline: Taste the love, Love the taste!
Extensive Trade Advertising
Social & Digital Concerted social & digital media campaign across 2017.
Official launch Bloom 2017.
Cross Category Promotion Above the line activities supporting in-store and online promotion, PR & consumer advertising.
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Protecting The Brand
PICCOLO PICCOLO TOMATOES TOMATOES
Trá Tráta t a í í É i re a n n a c h a É i re a n n a c h a
CLASS 1 PICCOLO TOMATOES CLASS 1 PICCOLO TOMATOES NETT WEIGHT 250g NETT WEIGHT 250g PRODUCT IRELAND PRODUCT OFOF IRELAND
The Grá Brand
Packaging The Produce Total Produce
Grá Jarbags
PROBLEM :
Meetthe theFarmer Farmer Meet Scantoto Scan JimO’Rourke O’Rourke Watch Jim WatchVideo Video Swords,Co.Dublin Co.Dublin Swords,
Jimhas hasbeen beengrowing growingtomatoes tomatoes Jim sincehehewas wassixteen sixteenyears yearsold. old. since learnmore moreabout aboutJim Jimvisit: visit: ToTolearn
g g
PICCOLO PICCOLO TOMATOES TOMATOES
ra_p @rga_pr r @g
uce odduce o
.pro ar.aprod d grg
e ucce u
prod -par- odu u ra r
.ie ce .ie ce
Irish consumers find it difficult to locate & identify irish produce on the retail shelf.*
www.gra-produce.ie www.gra-produce.ie
Trá Tráta t a í í É i re a n n a c h a É i re a n n a c h a
CLASS 1 PICCOLO TOMATOES CLASS 1 PICCOLO TOMATOES NETT WEIGHT 250g NETT WEIGHT 250g PRODUCT IRELAND PRODUCT OFOF IRELAND
*Source: Bord Bia Irish Apple Market Research, December 2016
Grown and packed for Total Produce Grown and packed for Total Produce 1 Beresford Street, Dublin 7, D07 T611 1 Beresford Street, Dublin 7, D07 T611
SOLUTIONS: A brand instantly identifiable as Irish
Unit 7 Glebeview House, Rivermall, Swords, Co.Dublin Telephone 01 8409767 | hello@sweet.ie | www.sweet.ie Designer Aileen Cox Blundell & Sarah Slattery
• 96% of Irish consumers recognise Grá as denoting Irish Produce. *
*Source: DKIT Consumer Research, March 2016.
“UNMISTAKABLY IRISH” Sub brand • Cross product banner reinforcing the Irish identity across the fresh produce department. • Purple colour coding.
Bespoke packaging • Packaging solutions that sets Irish produce from imports. • A departure from the norm eg: Irish piccolo jarbags Irish berry 700g trays
Collective/concerted cross category promotion • In-store • Above the line.
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The Grรก Brand
Our Objectives For The Grรก Brand Our ambitions for Grรก are simpleWe want to raise the bar when it comes to the marketing of Irish fresh produce.
harmonise quality standards. We want to improve packaging . We want to create an instantly identifiable, shared Irish brand.
We want to
We want to address consumer confusion in-store by creatively
differentiating Irish Produce on the shelf.
We want to apply
best Category Management practices to meet
the
customer requirements for a more sophisticated Irish offering.
We want to satisfy an identified consumer need for Irish products at retail which match the quality and presentation of the very best imports in every way. We want to
increase sales.
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The Grรก Brand
Contact Us
For more information, please visit www.gra-produce.ie gra.produce gra_produce
Vincent Dolan European Marketing Director Charles McCann Building, Rampart Road, Dundalk, Co. Louth, Ireland m: +353 (0)86 8204936 p: +353 (0)42 93 88707 f: +353 (0)42 933 9470
Mรกire McDonnell Group Brand Manager Charles McCann Building, Rampart Road, Dundalk, Co. Louth, Ireland m: +353 (0)83 1019032 p: +353 (0)42 93 88718 f: +353 (0)42 933 9470
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For more information, please visit www.gra-produce.ie gra.produce gra_produce