June10Special
Report: Irish Brands
Since the launch of the ‘EasyPour Jug’ last year, consumers have responded with overwhelming positivity. Avonmore has seen an increase in repeat purchase, with consumers opting for the jug because of how easy it is for the whole family to use. The jug is easier for children to hold, making it more manageable for little hands to pour a glass of ice cold milk. Stores supporting the Avonmore ‘Easy Pour’ Jug are experiencing significant volume growth for Avonmore 2 Ltr. Not only does the jug look good on-shelf and enhance user experiences, it is also driving sales within the category.
Irish consumers have responded extremely positively to the Avonmore ‘Easy-Pour Jug’.
2010 sees Avonmore Milk continue their successful CSR initiative with Barretstown, the camp that helps children recovering from serious illnesses. Launched for the first time in 2009, the sun has come out just in time for the second year of the ‘Avonmore Big Picnic for Barretstown’. The campaign aims to encourage everyone across the country to have a picnic this summer and raise much needed funds for Barretstown. In addition, Avonmore will match every €1 raised by consumers’ picnics in 2010. For more information, see www.sendmorefamilies.com, where you can sign up for your free Avonmore Big Picnic pack. Glanbia Consumer Foods was recently awarded the Corporate Social Responsibility Award at the All Ireland Marketing Awards 2010 for the ‘Avonmore Big Picnic
for Barretstown’ campaign. The initiative was recognised by the judges as one of the highest profile CSR programmes in recent years and was supported by an extensive communications campaign, including on-pack promotions, advertising, Loran Sullivan, aged 17, Leonie Hackett, aged 7, and Amy digital, and telHuberman roll out their picnic blanket for the launch of the evision sponsorship. second annual Avonmore Big Picnic for Barretstown, which The campaign has encourages consumers to have a picnic this summer and raise much needed funds for children affected by serious illness. reached millions of to consumers across County Cork for consumers, helping raise awareness more than 40 years and this year has as well as funds for Barretstown. launched its very own ‘Easy Pour Jug’ Avonmore Super Milk is a key for Cork consumers. CMP continues driver of growth and dominates the to support the local community with fortified milk sector, with a 91% volits ongoing partnership with the Cork ume share. Avonmore Super Milk Community Games. Established in continues to be one of the few brands 1972, this represents one of the longin growth in the Irish milk market, est running sports sponsorships in the with nearly one third of all households county. Another strong regional brand in the ROI ensuring it is a permanent in the portfolio, Snowcream Milk, is fixture on their shopping list. Much closely associated with the South East of this growth can be attributed to region. Snowcream continues to supthe introduction of Whole Super Milk port the Waterford region with the to the range (in addition to original sponsorship of the Waterford Senior Low Fat), which has encouraged new Hurling Championship. All brands consumers to try the brand for the demonstrate their support for local first time. With heavyweight advertisheritage by featuring iconic landmarks ing support behind the Super Milk on packs. brand this year, via Weatherline, this growth trend is set to continue. Glanbia’s iconic regional brands Flahavan’s continue to support the portfolio. Flahavan’s have been operating Successful local marketing campaigns their oat mill in Kilmacthomas, Co. include key sponsorships and commuWaterford, for over 200 years, making nity promotions which anchor each brand to their respective regions. Premier Milk is the nation’s second biggest brand and remains an iconic Dublin milk fixture, which has been part of Dublin heritage for 44 years. Similarly, CMP has been Flahavan’s is Ireland’s favourite porridge and has a loyal Irish customer base, with over one million servings consumed supplying milk nationwide each week.
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