Rachel on board to add filling to O’Briens brand

Food consultant and top celebrity chef, Rachel Allen has come on board to front a national marketing campaign to promote the O’Briens brand.

Ms Allen will be retained as a creative consultant to O’Briens and over the course of the year will create delicious ‘Signature Sandwiches’, which will be on sale from January 2010 in all O’Briens Irish Sandwich Cafes nationwide.

Rachel will also feature in a TV and Radio advertising campaign as part of a comprehensive marketing and PR plan.

Rachel’s initial Signature Sandwich collection includes ‘Gently Spiced Grilled Chicken Sandwich with crunchy celery, grapes and cashew nuts dressed with a spicy yoghurt sauce’; ‘Devilled Eggs and Ham Sandwich with watercress mayonnaise on nutty granary bread’ and ‘Mexican Cheese Quesadilla with crispy bacon, chilli, coriander and spring onion served with guacamole and sour cream’, served without bacon as a vegetarian option.

Graeme Beere of the AIL Group (comprising Abrakebabra, Bagel Factory, GBK & Yo!Sushi) said: “To have someone of Rachel’s caliber come on board not only brings heightened profile to the O’Briens brand, but instils renewed confidence in the O’Briens future, for the public and for the franchisees.”

Rachel said, “The food choices we make are more important now than ever, both for ourselves and those around us. If you are on the go and need a sandwich, shouldn’t it be an Irish one made in front of you and at a fair price? I’m delighted to help make that sandwich even tastier.”