Highlighting the Versatility, Irishness & Taste of Flahavan's Porridge

Challenge

To create a consumer-orientated communications programme for Flahavan’s to highlight the versatility, Irishness and unique taste of Flahavan’s porridge for the 2010/11 ‘porridge season’.

Strategy

Use a variety of traditional and social media, including competitions and promotions to highlight the USP's of the Flahavan’s porridge range, as well as the health benefits of porridge.

Action

The campaign was launched with National Porridge Week and supported with exclusive Flahavan’s recipes created by Michelin-starred chef Ross Lewis, a Facebook photo competition, a nationwide recipe competition, a media visit to the Flahavan family Mill, as well as promotion on local radio and business stories.

Results

In total, the campaign delivered nationwide consumer exposure for the brand and its messages, as well as effectively targeting key specialist audiences.