Targeting both busy families and young working professionals this campaign seeks to drive awareness and recall with consumers by increasing the brands “Fame” by strategically leveraging the brands uniquely fresh, witty and young voice in an otherwise experience and craft driven market.
Drive penetration among families and young professionals through the brands unique TOV Position Carbery Cracker as the new, young and energetic brand in a market historically associated with the highly artisanal and premium. Drive awareness and trial.
Social/Digital
Strategically crafted pieces of content will be seeded out throughout the lifespan of the campaign, which captures the brands unique tone of voice and taps into the audience’s daily lives and perceptions. Additionally, social content will be used to further highlight Carbery’s USP of being pure bold!
Radio
Capitalising on the brands unique position in an already saturated market, we created a radio ad, which addresses the overly traditional and artisanal approach of many of Carbery’s competitors through the lens of “Pure Cork, Pure Class”.
PR
Key influencers whose audience align with Carbery’s target market will receive a Carbery PR drop. In keeping with the brands TOV the PR drops will capture the brands pure boldness aligning with the campaign’s communications ensuring an effective communication of the brands identity to the target cohorts.
Frankfort House,
Vergemount Hall,
Clonskeagh Road,
Dublin 6.
