In delivering strategies for business growth, today’s marketing practitioner must master the skills of bringing new products and services to market. This involves complex techniques and methodologies which are constantly evolving, and which are underpinned by an understanding of customer needs and wants, the competitive environment, and the nature of the market. This award will recognise those who have transformed a market opportunity into a successful product or service, demonstrating how their understanding and application of the skills of research, analysis, planning, and especially execution in the launch, has led to measurable results.
O'Brien Fine Foods Rachel Ryan
The cost-of-living crisis influenced many shoppers to switch to private label posing a threat to Green Farm brand growth. Functional Foods is a global trend which gained momentum during Covid. Research indicated an opportunity to break category conventions through launching an enriched poultry range. The Green Farm Added Benefits Range, launched in April 2022, and has been an outstanding success driving incremental growth and reinforcing Green Farm’s position as the beacon of wellness in the category. This is a true example of combining consumer insight with groundbreaking innovation to meet consumer needs thereby fuelling future brand and category growth.
Britvic Orlagh Geraghty
Ballygowan Hint of Fruit launched in 2022 entering the flavoured water category. We had clear objectives to drive category growth, increase brand penetration and gain market share. We deployed our three step Shopper Marketing programme for Ballygowan Hint of Fruit using a mix of tactics which were rooted in the path to purchase; pre-shop, during-shop and post-shop in order to entice the shopper across multiple touch points both in-store and online. After only one year in market we successfully recruited new shoppers into both the brand and the category delivering a triple win for our Customers, Shoppers and Britvic Ireland.
An Post Julie Gill
Stamp sales were in decline. 25% of 18-24 year olds were not sending post. To future proof the business, we needed to bring younger senders back into the fold. In October 2022 we launched Digital Stamps to answer changing consumer needs, and showcase the An Post brand as modern and innovative. Digital stamps have delivered additional revenue to the business with no decline intraditional stamps. Awareness of the product has improved perceptions of the brand as innovative. 20% of our digital stamp buyers have become repeat customers, this product has the ability to enable a new era of sending
Vhi Marie Collier
Vhi had a challenge at hand to launch a new healthcare facility in 2022. Building to this launch for many years, Vhi’s Marketing Team identified that in order to realise the organisation’s vision aligning the full proposition funnel, not only traditional communications channels, was essential. Using insights + analysis, customer and patient experience, journey mapping, core design principles, new marketing channels and a through the line, omni-channel Marketing campaign Vhi aligned across a common goal to launch Vhi 360 Health Centre Carrickmines which ultimately delivered both marketing and commercial results and a world-class customer experience.
Suntory Beverage and Food Sara Philpot
For Lucozade, stepping into stimulants is a bit like stepping into Abercrombie & Fitch when you’re over 20 – loud, alien and uncomfortable. But, by being alert to our consumers and understanding the ‘gap’, Lucozade developed its answer to the needs of a broader audience. By understanding their barriers we were able to create a product that met their needs. We introduced Lucozade Alert, a new stimulant energy offering from Lucozade. We smashed our targets, kicked over obstacles and Alert propelled Lucozade to become the Checkout Top 100 number 3 FMCG brand in Ireland, taking our consumers from yawn to yaaaaassss!