Flahavan’s, Ireland’s oldest family run business, has been been providing Irish families with nutritious porridge oats for over 230 years. Walsh: PR has worked with Flahavan’s for over a decade, devising PR campaigns that generate as much exposure for the brand as possible.
In 2017, Flahavan’s and RTE’s Operation Transformation teamed up to create Ireland’s first ever ‘Free Porridge Day’, a one of a kind event that would see complimentary packs of Flahavan's Porridge Oats being made available in supermarkets across the country for one day only.
Walsh:PR’s goal was to turn this opportunity into a really exciting nationwide campaign that got the whole country talking about Flahavan’s porridge. We devised and managed the hugely successful Flahavan’s #OperationOats campaign to support the initiative.
The campaign comprised a number of media relations tactics underpinned by an extensive social media strategy. We also engaged a hard hitting national and regional print, online and broadcast media campaign. Other elements of the campaign included a charity link-up; development of on-pack messaging and an on-pack competition to further drive consumer engagement online.
The results were spectacular. Not only did the Flahavan’s brand receive extensive broadcast, print and online media coverage, it also achieved unprecedented online engagement across Facebook, Twitter and Instagram. This culminated in #OperationOats trending on Twitter for 3 hours; endorsements by 23 top-tier influencers and a 7 minute Flahavan’s segment on the OT programme itself. In addition, the programme featured an impactful endorsement of the product by leading consultant endocrinologist and physician Prof Donal O’Shea.
As a result, all 200,000 limited edition free Flahavan’s 500g porridge packs 'sold out' across all participating stores nationwide on Free Porridge Day, Saturday 28th January.
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