Irish food brands to shine in €2.7m newspaper advertising campaign

THREE indigenous food and drink brands are to be marketed in a €2.7m newspaper advertising campaign at no cost to the owners.

The National Newspapers of Ireland (NNI) last night launched an innovative Press Builds Brands competition among Ireland’s top 20 advertising agencies with a brief for each to revolutionise one of 20 selected smaller Irish food brands from the Bord Bia range. The winning campaign will benefit from an NNI press budget equivalent to the annual rate card spend of a top five Irish food brand.

Launching the scheme, Irish Times managing director Maeve Donovan said that based on the mean spend of last year’s top five food brands, this will be somewhere in the region of €1.2 million. The two runner up brands will be promoted at a budget equivalent to a top 20 Irish food brand, which will be in the region of €750,000.